Using the framework of a SWOT analysis to revisit first mover profitability in the 'new economy': the case of the US apparel retailing industry
by Larry Shi
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 1, No. 4, 2007

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.

Online publication date: Sun, 12-Aug-2007

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