... approach Pioneers First-mover advantage Entry timing is arguably one of the most important decisions for firms (Lieberman and Montgomery, 2013 ; Mitra and Golder, 2002 ; Zachary et al., 2015). Appropriate timing is known to help firm performance by matching firms’ resources...

.... Practical implications In all, the integrated framework contributes to the understanding of the intricate issues surrounding first-mover advantage, late-mover advantage, entry order and timing and the role of marketing strategy. The framework provides practitioners guidance as to when to enter a product...