Using Amazon.com as a case study, the present research explores first mover (dis)advantages in e.commerce. It examines whether or not Amzon.com has sustained early mover advantages. What are these advantages? And how has Amazon.com reacted to late movers? Evidence generated from the case study suggests that the maintainability of first mover advantages in e.commerce depends on three main factors: continuous innovation, speed of implementation and patenting.
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