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Home→The Westburn Dictionary of Marketing→P→pioneering advantage

pioneering advantage

Definition:
Benefits which accrue to the first organization to introduce a new product into a market or to develop a new market. While there is evidence to suggest that other organizations which monitor the pioneer's progress may subsequently outperform them as the market takes off. This approach is sometimes known as 'the strategy of the fast second'.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].