ハン ムンヒ
  韓 文煕   経済学部 経営情報学科   教授
■ 標題
  市場創造と先発優位性 ‐社会的認知アプローチと戦略的マーケティングの観点から‐ (Creating a new market and first-mover advantage: A Perspective of socio-cognitive approach and strategic marketing)
■ 概要
  The strategy of pioneering new markets is widely considered to be a source of long-term success. Several studies have demonstrated the effect of market entry timing that first- movers outperform later entrants. And some research has pointed out the limitations of these studies and found evidence that many first-movers fail or have low market share.
Previous research has been focused on order of market entry and business performance in a particular product category. However, little research has addressed the issue in the nature of creating new product markets and the strategic importance of pioneering strategy.
Given this background, this paper reexamines the pioneering advantage from the viewpoint of sociocognitive approach and strategic marketing.


Key words: pioneering advantage, creating new markets, sociocognitive market system, strategic marketing, RBV(Resource-Based View)
   単著   北星学園大学経済学部北星論集   pp.1-12   2011/03