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Introduction Pioneering brands The term "first-mover advantage" refers to pioneering brands that enjoy long-term market share advantages, along with possible advantages in distribution, product-line breadth, and quality. "Country-of-origin" is a term that has been defined in the literature in many ways, including the "made in" label of a product, which can communicate a stereotyped country image, ultimately affecting customer purchase decisions. The areas of "first-mover advantage" and "country-of-origin" have received substantial research interest in the past and have independently grown to be significant research streams (see next section). Research in both areas has provided interesting - if sometimes controversial - findings that have direct implications for managers, such as the advantages and disadvantages in the order of market entry (first mover versus late follower) and the significance of "made-in" information of products (favorable/unfavorable country-of-origin). Relevance to international marketers For international marketers the areas of first-mover advantage and country-of-origin are very relevant, particularly as they relate to each other. Specifically, as many hitherto closed economies open their markets to foreign competition, the products entering these markets may be "first-movers" in many instances (i.e.
Approximate Word count = 660
Approximate Pages = 2.6
(250 words per page double spaced)
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