TY  - JOUR
AB  - Purpose– The purpose of this article is to present a model that compares the switching costs that consumers face when they buy pioneering and follower products.Design/methodology/approach– A study of 255 new products indicates that switching costs are actually higher when switching from an existing product to a pioneering product.Findings– The study shows that people who buy a pioneering product may also face switching costs, if the pioneering product is launched in an existing category where consumers are already familiar with similar products.Research limitations/implications– The results help to reinforce the view that first movers have advantages and demonstrate that switching costs do not lead to a higher level of consumer retention.Practical implications– This study provides interesting managerial implications on how to launch new products more effectively when they suffer from switching costs..Originality/value– Researchers commonly view switching costs as a barrier to market entry that protects enterprises that launch pioneering products and gives them a competitive advantage over those that launch follower products. The underlying idea is that people only experience switching costs when they change to a different follower product, rather than when they purchase a pioneering product instead of the product that they usually purchase.
VL  - 30
IS  - 2
SN  - 0263-4503
DO  - 10.1108/02634501211211966
UR  - https://doi.org/10.1108/02634501211211966
AU  - Molina‐Castillo Francisco‐Jose
AU  - Rodriguez‐Escudero Ana‐Isabel
AU  - Munuera‐Aleman Jose‐Luis
ED  - Jesus Camra‐Fierro
ED  - Edgar Centeno
PY  - 2012
Y1  - 2012/01/01
TI  - Do switching costs really provide a first‐mover advantage?
T2  - Marketing Intelligence & Planning
PB  - Emerald Group Publishing Limited
SP  - 165
EP  - 187
Y2  - 2024/04/24
ER  -