Characteristics Of a Market Pioneer And a Follower

492 Words2 Pages
Risk takers that are successful are regarded as pioneers in the industry of business. Pioneers as defined by Mullins and Walker (2010) are first entrant marketers that may influence a specific product market. An advantage of being a pioneer is higher opportunity for success, profitability, and market-share leadership. (Mullins and Walker, 2010 page 410) Pioneers tend to be innovative and competitive while attempting to maximize profit and reputation. First entrants may also have patent protection meaning that no one will be able to duplicate the product for some time as well as accessibility to substantial resources, networks, and investors. Although pioneers have a greater opportunity for success there are many that don’t succeed. Pioneers may experience several limitations and disadvantages such product failure, market penetration, and early withdrawal. Mullins and Walker (2010) list seven characteristics of a market pioneer; they are the first to influence the segment market, define the rules, have distribution advantages, economies of scale and experience, high switching cost for early adopters, possibility of positive network effects, and possibility of preempting scarce resources. It is important for the firms to develop competitive advantages in order to overcome the majority of risks involved in becoming a market pioneer. An example of a pioneer would be Apple. Apple has been creating products for many, many years however they have continued to be innovative by creating new products. Many of their products such as the apple quick take camera and the Newton which was probably the first pda device. These items were first entrant products that failed for Apple and were eventually removed from the market. With the creation of the I phone Apple was able to be a clear model of a market pioneer from creation to profits. Followers as defined
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