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First Mover Advantage: An Industrial Buyer Behavioral Perspective, Howard G. Ling

Theses and Dissertations in Business Administration

Contemporary order-of-entry research has shifted from econometric investigations to research grounded in quasi-experimental and empirical consumer behavior studies. In the marketing literature, Carpenter and Nakamoto (1988), Kardes and Kalyanaram (1992), and particularly Alpert and Kamins (1992, 1994, 1995) have examined the role of consumer behavior as a potential explanation of first mover advantage. However, little or no research has been devoted to an understanding of pioneer advantage as it relates to industrial markets.

This dissertation investigated the effect of order of entry on the attitudes of industrial purchasing managers. Six major hypotheses were proposed to examine the cognitive beliefs, attitudes, …