Acceso usuarios
, Emilio Ruzo Sanmartín, Fernando Losada Pérez
Existe unha gran canlidade de investigación na literatura de marketing arredor da cuestión da orde de entrada das marcas no mercado. A pesar desta gran cantidade de investigación non se atopa un consenso acerca da existencia ou inexistencia dunha vantaxe competitiva derivada desa orde de entrada, o que en moitos estudios se denomina a "vantaxe do pioneiro". No presente traballo preténdese afronta-lo fenómeno da vantaxe do pioneiro, tratando de desenvolver un esquema conceptual que inclúa tódolos factores que interveñen na orde de entrada das marcas no mercado. Con isto preténdese reflectir que se trata dun fenómeno complexo, eslablecendo cáles son os principais elementos que deben ser considerados polas empresas cando se enfronten a decisións de entrada en novas mercados ou de lanzamento de novas productos
A great amount of research regarding the íssue of entry arder of brands into the market does exíst in marketing literatura. In spite of the great amount of research there is no agreement on the exístence of a competitive advantage in the arder of entry, which in many papers is called the "pioneer advantage". The aim of this work is to focus on the píoneer advantage tapie, trying to implement a scheme of concepts, whích will include all the factors involved in the entry arder of brands into the market. Doing so, il is attempted lo stress the complexity of the process and the key elements that should be taken into account by companies when they are faced with the decisions of entering new markets or launchíng new products
