Pioneering Disadvantage: Consumer Reactions to Marketing Mix Strategies

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Prior research has focused on the early entrant advantage, although a growing body of knowledge suggests that late movers have been outselling pioneers. In this research, the authors examine the issue of a pay phone service provider in Malaysia. In 1990, the company launches its product and creates an industry, but by the tum of the century, it has a meager 17 percent of the market share. The paper examines the specific issue of how a market pioneer has been eclipsed. It is hypothesized that the main cause of the declining sales is the inappropriate marketing mix strategies. The major findings based on a survey include consumers' acceptance level of the product, price, place, promotion, people, process, and physical evidence strategies of the company.