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...

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Bibliographic Details
Published in:Sustainability 2020-01, Vol.12 (2), p.450
Main Authors: Zhang, Haili, Song, Michael
Format: Article
Language:English
Subjects:
Brand loyalty
Comparative studies
Environmental protection
Green products
Innovations
Perceptions
Product development
Similarity
Sustainability
Sustainable development
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Summary: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 protection, social welfare, the timing of product introduction, and the economic viability of decisions. However, few academic studies have examined how executives balance sustainable first-mover advantages and sustainable development goals in order to achieve sustainable organizational growth and performance. This study develops nine research hypotheses to examine what sustainable advantages first-movers gain by being first to market sustainable products in five industries that are important for advancing sustainable development goals. Using data collected from 1437 executives who are concerned about sustainability issues in seven countries, this study uses Duncan multiple-range tests to examine cross-national similarities and differences between Asian and Western countries. The study results reveal some interesting cross-national similarities and differences. The cross-national differences suggest some competing and signaling strategies for sustainable enterprise development. This study contributes to the existing cross-national research on first-mover advantages, provides a richer understanding of how executives who are concerned about sustainability issues perceive sustainability first-mover advantages and disadvantages, and further expands the theory of sustainable innovation and entrepreneurship.
ISSN:2071-1050
2071-1050
DOI:10.3390/su12020450