Generating Growth — The Benefits of Being First

Jenny Darroch
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Jenny Darroch: Peter F. Drucker and Masatoshi Ito Graduate School of Management

Chapter Chapter 10 in Marketing Through Turbulent Times, 2010, pp 128-134 from Palgrave Macmillan

Abstract: Abstract Obviously, one of the main benefits of pursuing growth strategies is enhancing organizational survival during turbulent times. Better still, another benefit of pursuing a growth strategy is growth itself. In this chapter, I will focus on the advantages of being first in a new product-market space, something we call first mover advantage.

Keywords: Switching Cost; Ideal Point; Customer Relationship Management; Generate Growth; Turbulent Time (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-25118-2_10

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DOI: 10.1057/9780230251182_10

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