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Keywords: Speed to market
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Journal Articles
Do switching costs really provide a first‐mover advantage?
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2012) 30 (2): 165–187.
Published: 23 March 2012
..., and psychological risk on the part of the buyer (Fornell, 1992). © Emerald Group Publishing Limited 2012 Order of entry Switching costs Speed to market Market performance Financial performance Consumers In the dynamic and turbulent environment in which firms compete, the successful...
