Principles of first mover and later mover theory

When companies need to decide whether to go ahead with a brand new un-marketed product and create it or review an identical product already in market segments from other companies, they adopt the theory of the first-mover theory or the late-mover theory to make their decision.

First Mover Theory & Later part of the Mover Theory: A Comparison


Companies in the united states are regularly being confronted with difficult decisions regarding business moves to make that will establish them forward in a fresh competitive market. You will discover two types of marketing strategies that companies look into when they would like to diversify into another type of product market. The first way is named the 'first mover' theory and the second reason is called the 'late mover' theory. Both these strategies have advantages and weaknesses that can either solidify or become a detriment to the company's entry in to the market.

First Mover Theory Advantages

The potential features of the first mover theory are numerous. For one, the corporation has the capacity to attain exclusive company-product relationship. Additionally, it may find success through the consequences of networking and see a rise in ingestion as demand develops. First mover theory can help the company determine economies of range and additionally, it may lock the consumers up in to the market, creating an exclusive customer foundation before additional competition gets into. Several examples of success of this first mover theory are three products by the same maker. The first was the Apple Ipod device, IPHONE and Apple Ipad. Also included in this success storyline is E-Bay, the first ever to bring investing into a web based auction community.

First Mover Theory Disadvantages

There are potentially just as much risks or down sides to this theory as well, and they must be studied in account before evaluating whether the company can afford to unveiling. One fallback is that this method will not always ensure long-term revenue. Another risk is the fact that competition has time to analyze market developments for the first product and capitalize on its weaknesses to improve response to their own product. Competition can also specifically tailor the new product to consumer wants predicated on demographic surveys. The largest risk of all is doubt of the marketplace and whether or not the product will be considered a success to begin with. Some examples of companies who experienced at the expense of businesses who capitalized on the overdue mover theory include Chux Diapers, who have been surpassed by Proctor and Gamble's Pampers. America Online is another company who fell by the wayside after going for a completely different spin on internet surfing. Other for example web browsers such as Viola, who even pre-dated America Online. Most recently to succumb to the past due mover theory was MySpace, lately surpassed in the communal networking world by Facebook.

Late Mover Theory Advantages

Like the first mover theory, there a wide range of advantages of the overdue mover theory. By putting into action this plan, one advantage the business has is the capability to perfect the product before placing it on the marketplace. The firms can also use demographic studies to help them know how to tailor their product with their audience, which can optimize sale of the product. In addition, the later mover theory can also use its understanding of the product to lessen production cost, making it less expensive for the consumer. Also, it can market and develop the merchandise to appeal to a wider selection of consumers than that that the initial product was designed. There are a great number of prime types of companies who have seen success by employing the past due mover theory. Some include Gillette, Facebook, Pampers disposable diapers, and WEB BROWSER. All of these organizations have capitalized on companies who had taken the initial threat of putting into action the first mover theory.

Late Mover Theory Disadvantages

As with anything, there are also potential risks and disadvantages. Since it is a late-comer in to the market, it generally does not established brand connection. If proper research into the market is not done, it may also be wanting to capitalize on a dying product in general. A significant risk of late mover theory is creating a product that can potentially alienate customers if added features are superfluous rather than necessary. Later mover theory can also prove to be detrimental if timing in to the market is not done effectively which can cause the product to suffer from the challenge of uncertain necessity.

Some of the companies who failed by this insurance policy were Hummer, and their try to capitalize on what they didn't realize was the dying style of suburban electricity vehicles. Two dichotomies, Pepsi Cola and Nestle Crunch are types of both the success and failure lately mover theory. While they continue to do well on the market, neither Pepsi Cola nor Nestle Crunch has outperformed sales or the brand connection that Coca Cola and Hershey's Delicious chocolate bar have developed within their customer base. A similar can be seen regarding McDonald's vs. Rally's.


While overdue mover theory, by record, seems to be a safer method to guarantee profit success, it does not have the benefit for brand connection that first mover theory establishes for the business. If the corporation eventually hopes to create brand commitment and increase their earnings for the reason that manner, first mover theory may sincerely be the key to success. However, if the business's goal is to be come a competitive group in the consumer market and capitalize on different movements with instant revenue gratification, then overdue mover theory might be more beneficial. The final decision is contingent upon assessing the target demographic and results goal that the business is striving to accomplish.

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