First-mover advantage: A cross-national comparison of mature and emerging market consumers' attitudes toward pioneer and follower brands

Mady, Tarek T. First-Mover Advantage: A Cross-National Comparison of Mature and Emerging Market Consumers’ Attitudes Toward Pioneer and Follower Brands. 2004. Old Dominion University, Dissertation/Thesis, https://scholar2.islandarchives.ca/islandora/object/ir%3A23027.