Abstract
Schmalensee (1982) was the first to show in a formal model how a pioneering brand can retain a large market share because in a world of quality uncertainty, consumers may be unwilling to try new brands. Conrad (1983) has analyzed this idea further, in a more realistic competitive environment setting, and in a price leadership model of post entry behavior. The purpose of this note is to examine the effect of such pioneering brand advantages, or market dominance, when there is a technological change that affects product quality.
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