Creating new radical markets: the myth of first mover advantage

The firms that come up with new product or market ideas are rarely the ones that develop these ideas into big, mass markets.

Creating new radical markets

The myth of first mover advantage

Costas MarkidesLondon Business School Paul GeroskiLondon Business School

Take this quick test: which firm is the innovator that brought us online bookselling in the 1990s? If your answer isAmazon.com,...