Do First-Movers in Marketing Sustainable Products Enjoy Sustainable Advantages? A Seven-Country Comparative Study
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 strive for environmental pro...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2020-01-01
|
| Series: | Sustainability |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2071-1050/12/2/450 |