Abstract
This paper examines the basis for the primacy advantages that pioneersenjoy, then applies it to the strategic plight of followers. The authors developand test a Model of Innovation Learning that shows how individuals relatetheir understanding of new products to those with which they've had previousexposure. In an application of the model to the introduction of a new packagedgood, three factors - relative advantage, expertise, and familiarity arefound to have statistically significant effects on perceived distinctiveness;and perceived distinctiveness is found to be a predictor of perceptual separationand primacy advantage. Suggestions are given to assist in strategy formulationdecisions for followers.
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