Title: Using the framework of a SWOT analysis to revisit first mover profitability in the 'new economy': the case of the US apparel retailing industry

Authors: Larry Shi

Addresses: Walker College of Business, Appalachian State University, Boone, NC 28608, USA

Abstract: This paper plans to investigate, while using the framework of a SWOT analysis, the respective contributions of entry timing and existing US apparel retailers| capabilities to the profitability of such retailers after they expand into the internet as a new market. Hypotheses are developed and tested under the specific context to explain the role of entry timing after controlling for the confounding effect of three types of capabilities. It has been found that only marketing and operations capability play critical roles, while First Mover Advantage (FMA) disappears as expected in this study when such advantage is viewed from profitability instead of market share perspective.

Keywords: capabilities; first mover profitability; internet; apparel retailing; internet marketing; internet retailing; first mover advantage; FMA; SWOT analysis; entry timing; United States; USA; apparel industry; clothing industry; garment industry; electronic marketing; electronic retailing; etailing; online retailing; online marketing.

DOI: 10.1504/IJEMR.2007.014846

International Journal of Electronic Marketing and Retailing, 2007 Vol.1 No.4, pp.303 - 321

Published online: 12 Aug 2007 *

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