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Keywords: First-mover-advantage theory
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2022) 26 (1): 179–194.
Published: 11 March 2021
... this goal, the study used the resource advantage (RA) and first-mover advantage theory to conduct a case study investigating the lived experiences of Mindy Scheier as she created the adaptive apparel movement and collaborated with Tommy Hilfiger® to launch the first-of-its-kind mainstream adaptive apparel...
