Do First-Movers in Marketing Sustainable Products Enjoy Sustainable Advantages? A Seven-Country Comparative Study
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DOI: 10.3390/su12020450
Abstract: The literature suggests that first-movers enjoy sustainable competitive advantages but suffer some disadvantages. The timing of new product introduction is a major decision for executives who are concerned about sustainability issues. These executives must simultaneously… read more here.
Keywords: first movers; study; sustainable products; enjoy sustainable ... See more keywords