Was sind die Vor- und Nachteile einer frühen oder späten Einführung neuer Technologien?
Man spricht in diesm Zusammenhang von firts mover advantage udn von second mover advantage.
Wenn eine Forma etwas radikal neues einführt kann das zu eine Mega Erfolg führen wie bei Apple, oder kann auch ein Mega- Flop sein wen den Konsumenten Sprung von bekannten zu ü unbekannten zu groß wird oder weil Technologie noch nicht ausgereift ist. .
Dabei ein Artikel der das gut beschreibt
"What Is Second-Mover Advantage? Plus Benefits and Examples
By Indeed Editorial Team Published April 25, 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
Many people think a company that enters the market first has a significant competitive edge, but one that enters later can also be successful. Second-mover advantage uses the industry's existing customer base and advertising strategies to appeal to established markets. By capitalizing on established success instead of innovating, a company can pursue a less risky venture and experience positive returns.
In this article, we explain what second-mover advantage is and elaborate on the benefits.
Related: How To Manage Competition in Business (With Steps)
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What is second-mover advantage?
Second-mover advantage is the competitive edge a company has when it enters the market later than other companies. A second-mover benefits from the first-mover by appealing to its existing customer base and using marketing strategies that have proof of success. Some second-movers create an original product for a new market while others try to mimic existing products. Regardless, the goal is to capitalize on industry innovation and demonstrate to lenders that the venture is a safe investment.
Related: How To Conduct a Competitor Products Analysis
How does second-mover advantage differ from first-mover advantage?
First-mover advantage refers to the benefits a company reaps when it's the first to enter a market segment. Here are some key differences between this competitive edge and second-mover advantage:
Product development
First-movers have little industry guidance when they enter the market, meaning they spend a lot of time and money on product development. They research customer preferences to cater their products accordingly and research the most efficient manufacturing processes. First-movers also build relationships with vendors, conduct product testing and implement different marketing techniques to find the most effective. When a second-mover enters the market, they can analyze first-movers to determine what methods were effective and which weren't. By using proven strategies and adapting them to their unique business models, second-movers may spend less on product development.
Related: Definitive Guide to Brand Competition: Types, Examples and Tips
Customer acquisition
Customer acquisition can be challenging for first-movers, as it involves educating consumers about a new product and convincing them of its benefits. These companies may spend more money on this venture but can enjoy vigorous customer loyalty once they convert consumers. Second-movers market to customers who are already aware of the product and may use unique selling points to convince them to buy their products.
Related: First Movers Advantage: Benefits, Disadvantages and Examples
Appeal to investors
Whether a new company enters an established market or tries to innovate in its industry, it may require the support of investors. Investors are crucial for early success, as they help startups create effective business plans, provide capital and give advice for allocating funds. First-movers and second-movers have unique selling points they can use to appeal to different types of investors.
For instance, the innovation behind a first-mover usually appeals to investors with high risk tolerances. A company entering an original market might be riskier to fund, but investors are often excited to be part of a brand-new movement. Conversely, risk-averse investors typically find second-mover ventures more appealing. These companies enter already-established markets, meaning they can follow other companies' strategies and have a greater chance of yielding positive returns.
Related: Competitor Analysis Framework: Definition, Benefits and Types
Pricing
The circumstances surrounding these two types of companies lead them to use different pricing models. First-movers tend to charge premiums for their products or services, as there is little to no competition when they enter the market. Interested consumers usually accept the higher prices because those products are their only option. When a second-mover enters the market later, they usually charge less to compete with the original companies. Because second-movers mimic products and capitalize on existing audiences, affordable prices are one of their main selling points.
It's important to note that the price difference doesn't necessarily mean that first-movers are more profitable than second-movers. Aside from their lack of competition, first-movers charge more to cover the higher costs of market entry. As innovators in their respective markets, these companies tend to spend more on expenses like product development and customer acquisition. Because second-movers take advantage of established development and marketing resources, they can afford to set lower prices.
Related: How To Conduct a Competitor Analysis
Degree of innovation
Many people view first-movers as the most innovative companies, as they introduce brand-new products or ideas to a market. Their originality excites consumers and motivates them to be the first buyers. While first-movers depend on innovation, second-movers can also use novelty to identify gaps in existing markets and create improved products. For instance, consider the eyeglasses industry which features plenty of in-store retailers. If a new company decides to enter the market, it might leverage existing customers but create a unique appeal by selling eyeglasses online. This nontraditional method offers convenience that may convince in-store consumers to switch providers.
Related: What Is an Indirect Competitor? (Definition and Examples)
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Examples of second-mover advantage
Here are examples that illustrate the concept of second-mover advantage:
Example 1
The first smartphone developers likely had a challenging time convincing investors of the demand for internet accessibility on phones. Nevertheless, they recognized the potential this feature had and proceeded with launching these devices. Today, smartphones are a common product among consumers and have advanced capabilities that rely on internet access. Providers continually enter the market and attempt to build increasingly complex devices that anticipate user needs.
Example 2
Traditionally, consumers who want to purchase a mattress visit physical stores and talk to sales representatives. Some companies began offering direct-to-consumer services where they ship mattresses to consumers' houses for a free trial. The convenience allowed these second-movers to compete in the already-prosperous mattress industry.
Example 3
A company that outsources innovative scheduling software appeals to industries ranging from IT to construction. Health care companies recognize the benefits of this software but are hesitant to use it because it doesn't comply with HIPAA regulations. A startup launches software that has many of the same features of the original program but markets it as a medical-specific solution to appeal to this consumer base."
Oder weil eine Firma den Werte von ihr entwickelter Innovation nicht erkennt
64. Xerox stellte den allerersten von ihnen entwickelten Computer nicht vor Jahr: 1972
Ort: Menlo Park, Kalifornien Firma: Xerox Geschätzter Schadenswert: €1.7 Billionen*
Der Xerox Alto war der erste Computer, der ein Betriebssystem unterstützte. Steve Jobs baute seinen Apple Lisa auf ihm auf. Der Macintosh basierte ebenfalls auf dem Alto, der im Silicon Valley als die Zukunft der Computertechnik bekannt wurde. Der Alto wurde in den frühen siebziger Jahren entwickelt. Nur 2.000 Stück wurden jemals produziert. Xerox hat den Alto nie vermarktet. Die Firma erkannte nicht dessen Wert. Wäre ihnen dieser Fehler nicht unterlaufen, hätten sie Steve Jobs und andere Computerentwickler nicht praktisch dazu eingeladen, das Design des Alto zu kopieren. Erst als der Macintosh in den frühen Achtzigern auf den Markt kam, erkannte Xerox die Chance, die es verpasst hatte."
66. Western Union lehnte Alexander Graham Bell ab Jahr: 1876
Ort: Rochester, NY (damaliges Hauptquartier) Firma: Western Union
Geschätzter Schadenswert: 468.6Milliarden Euro*.
American Heritage beschreibt dies als den Unterschied zwischen „Hindsight, Foresight, and No Sight“. Alexander Graham Bell war der Erfinder des Telefons. Er patentierte die Technologie im Jahr 1876 und ging mit seiner Entwicklung zu Western Union. Western Union lehnte ihn ab, da das Unternehmen der Meinung war, dass Telegramme die Zukunft sein würden, nicht Telefone