Being First Is a Differentiating Idea, But Is It Enough?

Being First Is a Differentiating Idea, But Is It Enough?

Marketing Research :
Being First is a Differentiating Idea, but is it enough?
The idea to discuss about this topic came from the observed fact of 7-eleven in Indonesia.In Indonesia, 7-Eleven is managed by PT Modern putra Indonesia, and have more than xxx branches in xxx cities only within xxx years. The concept was not really new, but it was among the first in Indonesia, escpecially in Jakarta. 7-Elevens in Indonesia are combining minimarket and restaurant concept. Therefore people buying snacks or foods or drinks can immediately enjoyed their food and gathered on the seats in front of 7-Eleven. Moreover, 7- eleven always chooses strategic locations, and their stores are usually crowded. This whole new concept introduced an affordable and cool hangout place, especially for the teenagers to young adult segment. When somebody introduce something new to the market for the first time, the pioneer was called as the first mover, This new concept is known in the marketing industry as the “first mover advantage”.
In business context, "first mover advantage" refers to the benefit (economic profit or profit excess of the cost of capital) enjoyed by a firm as the consequences of its early entry into a new market . Although the term "first mover advantage" suggests that early entry is desirable, market pioneering is a high-risk strategy and also have many disadvantages. "First movers" often prove to be less successful than rivals that enter later, and established firms are frequently advised to track the market’s early development and pursue a "fast follower" strategy.

II. Problem Identification
1. Is being the first merely a differentiating idea, or is it an ultimate marketing strategy to win the competition? What are the advantages and the disadvantages?
2. Is being the first, will advantage companies than those who entry the markets, later as a follower?
III. Theory
A. First mover advantages
Based on Lieberman, a first mover strategy can only sustained if :...