ABSTRACT
This chapter examines the pioneer and follower strategy as possible market entry strategies for companies. Within the framework of an extensive literature review, both first-mover advantages and disadvantages are evaluated. Additionally, a differentiation of empirical and theoretical studies in the categories of industry, regional, and product distinctions on market entry strategies accentuates possible inferences for the subfield perspective. Based on the findings of the literature review, the self-developed market entry matrix is presented at the end of the chapter. The matrix accounts for consumer and industrial goods markets, as well as R&D, manufacturing, and marketing resources, and supports firms’ decision-makers in determining the appropriate market entry strategy based on these factors. Hence, this chapter elucidates that firms with superior R&D resources have a higher probability for entering as a pioneer while superior manufacturing and marketing resources increase the probability of a successful follower strategy.
