Market pioneering and competitive positioning strategy

Gregory S. Carpenter*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


Market pioneering and competitive positioning strategy are fundamentally related. Positioning is a crucial strategic decision for pioneers or brands that compete with them because pioneers often dominate competition, sometimes for decades. Successful strategy design requires an understanding of how and why pioneers influence competition so greatly for so long. This paper reviews theories of pioneering advantage, with an emphasis on recent developments, to suggest testable implications for competitive positioning strategies for early and late entrants, as well as other directions for future research.

Original languageEnglish (US)
Pages (from-to)699-709
Number of pages11
JournalAnnales Des Télécommunications
Issue number11-12
StatePublished - Nov 1 1987


  • Competition
  • Economic model
  • Firm strategy
  • Goods services market

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Electrical and Electronic Engineering

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