ABSTRACT
This report examines the issue on first mover in the perspective of study on supporting issue and non-supporting issue. This perspective can be discussion in terms of first mover advantages and disadvantages. While this study replicates some previous research on the issue, it also builds on the previous research by developing new theoretical arguments and adopting different research method. This reports shows that there are many different perspective on how first mover contributes to its advantages and disadvantages to a firms. In this paper, we categorize mechanisms that confer advantages and disadvantages on first-mover firms. Our aim is to begin to provide a more detailed research on the issues and to serve as a guide for future research.

INTRODUCTION TO THE ISSUE
The aim of this paper is also to present issues of importance for practitioners, including furthering our understanding of this issue in developing markets. As the growth of markets in developed countries has been slowing down, multi-national enterprises (MNEs) in developed countries are becoming more and more dependent on the growth of developing markets. With regard to the issue of first mover, what are the advantages and disadvantages of first mover strategy in a firm? It would be helpful for practitioners to have more knowledge of this issue. In recent years of strategic management scholars have expressed enormous interest in the resource based view of the firm. A previous winner of the SMJ best paper award, Birger Wernerfelt (1984), was one of the first to articulate this perspective on strategy. Later contributions include Barney (1986), Rumelt (1987), Dierickx and Cool (1989), Prahalad and Hamel (1990), Conner (1991), Amit and Schoemaker (1993), Peteraf (1993) and Teece, Pisano, and Shuen (1997).
According to Hill (2011), first mover may refer to firms that accrue to early entrants into a market. First-mover advantages defined in terms of the ability of pioneering. Lieberman M. B and Montgomery D.B (1987) describe the benefit of first-mover as “Early birds get the worm”. First mover is also a form of competitive advantage that a company earns by being the first to enter a specific market. Being the first allows a company to acquire superior brand recognition and customer loyalty. The company also has more time to perfect its product and service. Pioneers always considered as enjoying the first mover advantages because they had more market shares and higher profits compared with late entrants. A company attempts to become the first and most popular brand within an industry because it was the first get into it. They will be limited number of firms is operating in particular market. Being the first to enter a new market enables the business gain an advantages over actual and potential rivals. First movers are often followed by competitors that try to capitalize on the original company's success. By this time, however, the first mover has usually accumulated enough market share, expertise and customer loyalty to remain on top. However, at the same times, first mover also does have its own disadvantages for certain firms who might not have enough experience and knowledge to penetrate the market.
Below, we first offer a review of the relevant literature which support the issue and also literature which don’t support the issue, from which we generate a discussion on the issue. Following that, we will conclude our overall report on the issue.

LITERATURE SUPPORTING THE ISSUE
In the literature supporting the issue, we can discuss it in terms of first mover advantages. In recent years strategic management scholars have expressed enormous interest in the resource based view of the firm. Historically, the Resource Based View (RBV) and First Mover Advantages have evolved as prominent but independent research streams. Every applied study of first-mover advantages provides evidence on the accumulation of resources and capabilities by market entrants. It is believe that wider recognition of this isomorphism may help to resolve the empirical deficit faced by the RBV. The 1988 paper proposed that first mover is likely to be a desirable strategy for firms whose relative skills are in new product development. According to Moore, Boulding, and Goodstein, 1991 extended the empirical model of Robinson and Fornell, 1985, allowing for the possibility that first mover is endogenous (i.e., entry timing is a choice variable of the firm). In the other hands, Robinson, Fornell and Sullivan 1992, tested for differences in resources and capabilities among entrants at alternate stages of the industry life-cycle, which they found that first mover, had significantly different skill and resource profiles than later entrants. Moreover, the overall quality of resources did not differ substantially between first mover and followers, implying a lack of support for speculation that ‘first-movers may be intrinsically stronger or more proficient than later entrants.’ An opportunity remains to extend such analysis to include independent startup companies. (B. Lierberman & B. Montgomery, 1998)
First mover advantage can be understood as a convenience dividend on a real option. An example is two competitors with the options to expand into a new market. The firms in this example are otherwise identical, with the exception that one is able to enter the market earlier from the other. If the first entrant into the market gains advantages, with the result that it captures the ability to preclude the second entrance from gaining significant market share, there are significant advantages to moving first. Schnaars identifies a number of sources of first mover advantages, which is image and reputation, brand loyalty, market positioning, technological leadership, set product standards, access to distribution, experience effects, patents, and switching costs. (Cottrell & Sick, 2001)
For example, in terms of brand loyalty, according to the Schmalenese, 1982, pioneering or first mover brands possess demand advantages over following brands because consumer preference rests with the first brand that performs adequately, while in terms of organizational learning, first movers are more likely than their followers to have more extensive learning and thus have better access to opportunities as according to Glazer, 1985. First movers have the benefit to always initiate the build-up of experiential raw material so that they able to develop the most advanced insights, associations and causal maps within a specified context (Patterson, 1993). First-mover strategy may also lead to several other advantages, such as establishing a uniqueness in the market; engaging in price skimming; pre emptying a product or market positioning; using switching costs to lock up sales; setting up exclusive distribution channels; defining the standards for new technology; securing patents or government-conferred status; and control ling other scarce resources critical for success in competition. (Li, Karakowsky, C.K. Lam, & Qian, 2003)
Pioneering advantage or first mover advantage is a special case of competitive advantage that is derived from market entry timing (Kerin and Varadarajan, 1992). It is suggested in the theoretical and empirical evidence that at times first movers (pioneers) have advantages, that they could earn positive economic profits. These advantages include technological leadership, preemption of assets, and buyer switching costs (Lieberman and Montgomery, 1988). Extending upon argument about the role marketing as a resource plays in entry timing, it is argues that effective product strategies, acting upon entry momentum (defined as the difference between entry advantages and disadvantages), would enable first movers to sustain competitive advantages. Competitive advantage could result from being the first to see opportunities in developing markets, or being the first to enter the market, as suggested by Anderson & Engers, 1994. This is especially believed in a business context with rapid economic reform and industrial deregulation. (Tian Xie, 2001)
Early entrants or first mover may gain advantages in loyal customers who are unlikely to try competing follower products. According to Lieberman and Montgomery (1988; 1998), a pioneer is able to sustain its advantage over competition as a result of erecting resource barriers and economies of time. Resource barriers concern about brand name, reputation, particular relationships with suppliers and experience. All these factor enabling the first mover to build a resource barrier which preventing competitors from effectively imitating or substituting the pioneer’s bundle of resources (Wernerfelt, 1984). The first entrant to a market will benefit because consumers who adopt the product would have to incur a cost to use a competing product only if the switching costs are involved in the use of a new technology. This means that later entrants must offer a discount to the first mover’s installed base or else expect customers to eventually switch to the entrants newer technology. Entry timing often plays an important role in whether a new product succeeds. Many papers model product development level as a function of entry time and study the trade-off between them. (Coeurderoy & Durand, 2008)
First mover can gain advantages through sustainable leadership in technology. The basic mechanism that was considered as an advantage that was derived from the learning or experienced curve where cost fall with cumulative output. As according to Boston Consulting Group, 1970, this generates a sustainable cost advantage for the first mover if learning can be kept proprietary and the firm can maintain leadership in market share. Another advantage is success in patent or R&D races, where advance in product or process technology are a function of R&D expenditure. When technological advantage is largely a function of R&D expenditures, pioneer can gain advantage if technology can be patented or maintained as trade secret. The advantages often enjoyed by the first mover firm. For example, Gilbert and Newberry, 1982, were the first to develop a model of preemptive patenting where the first entrant firm start in research exploits its lead to deter rivals from entering the patent race. The first mover firm may be able to gain advantage by controlling assets that already exist. The assets may relate to positioning space, for example geographic space, product space and shelf space. Such assets include prime retailing or manufacturing locations. First mover with superior information can collect all such rents earned. (B. Lieberman & B. Montgomery, 1988)
A review of the literature shows that first mover advantages has its roots in two conceptually distinct phenomena. First, Kerin 1992 stated that the early entry in to a product market can give rise in term of positional advantages which affecting the efficiency and effectiveness of a firm for example lowering cost and pioneers offerings are better adapted to consumer preferences than those of later entrants. second, Robinson and Fornell,1985, Hauser and Wernerfeldt, 1990, Kardes and Kalyanaram, 1992, Alpert and Kamins,1995, Dube and Schmitt, 1999 stated that the first entry affects how the consumer process information and creating their attitudes towards the pioneer and its offering relative to later entrants. (Denstadli, Lines, & Grønhaug, 2003) The President of the European Commision Jose Manuel Barroso 2008 indicate that to gain the economic opportunity for Europe, the first mover advantage are important for Europe to form new markets and new jobs in many sectors. The first mover advantage benefits in terms of encourage innovation and increase competitiveness in any industry. He argues that in order for European to be the world leaders, the European energy and climate change package should be seen in economic terms as an economic opportunity and the union should lead the global effort to overcome the climate change. (Cleff & Rennings, 2011) Hilton 2001 stated that the first mover advantages are taken in the political arena because of its advantages in terms of creating a profitable market for the technology. First mover advantages are useful as a political view for a political entrepreneur and introducing environment policy instrument such as tariff for renewable energy. Another alternative in environmental technology markets is to waits and catch up quickly later and be a second mover or late follower and catching up huge steps. This popular views are supported by Bundesregierung 2007 stated that the German Government will benefited using the first mover advantages in terms of justifying the Renewable Energy Act due to the modern technology while in 2008 German federal Ministry for the environment claimed these technology investment will create first mover advantage for domestic industries. In internalization perspective firms incrementally enter foreign markets. They gain and integrate all the knowledge from the foreign markets and effectively use it in next foreign operation. With the flow of time, they make a fully commitments in that foreign market. The implication from internalization perspective is the learning time where first mover advantage can benefit more than others and thus the temporal dimension explain the strategic benefits to the firm. In the perspective of Fina and Rugman 1996, stated that there are two internalization perspective suggested that emphasizing the positive roles of learning and potential competitive advantage to the firm. First, learn and reduce uncertainty through internalization process by participating in a foreign market. Second is through additional commitments from the experience of earlier allocation of resource. Both learning and resource commitments are considered temporal dependent factors. The time from the entry is the main predictor. The first mover advantage is depending on two reasons either temporal learning or uncertainty reduction. Therefore, the first mover advantage can reduce asymmetries between firms and its market leading to uncertainty reduction. (Malik, 2012) The research of timing and resource are related to each other for the first mover advantage. The pioneers of a new market are effectively using time to allocate resource for their first entry in order to gain competitive advantages. For example, earlier market entry leads to higher market share and operational profit margin in the mobile telecommunications services industry due to first-mover advantages. According to Lieberman and Montgomery 1998 argue that resource represent as a tangible and intangible firm's stock which can be enhanced during the early market entry. The efficiency of organization to perform specific types of activities and resource have a close tied to first mover advantages which affecting the timing of a firm's entry into a new market. (M. Jakopin & Klein, 2012) Obviously customer preferences are rest with the first brand that performs adequately. So in terms of gaining customer brand loyalty pioneering brands got advantages over the brands introduced. According to Glazer 1985 stated that first mover have better access to opportunities because there are more likely than their follower to have more extensive learning. Becoming the first mover is not just about building up or creating of raw material however the idea and their view has been shared to other people that might come up with the same idea or more advance idea in later entrants. Some author agreed that there are advantages of being the first mover whereas Kerin, Varadarajan, & Peterson, 1992, Lilien & Yoon, 1990, Mascarenhas, 1992 agreed that first mover advantage are beneficial in terms of being different with other market by establishing a uniqueness in the market, involving in price skimming, preemptying a product or market positioning, using switching costs to lock up sales, establishing a new medium for exclusive distribution channels, determining the standards for new technology, gaining patents or government conferred status and controlling other limited resources in order to success in competition. Some authors argued for the superiority of first mover advantage and some of them have studied the relation of first mover in developing markets. It has been suggested that being the first to grab the opportunities in the market will result a competitive advantages. According to Kvint, 1994, Luo, 1995 and Shenkar, 1990 stated that it is easier for MNE to gain the technological leadership, grab all the investment opportunity and create higher entry barriers for follower if they become the pioneer. In the business context with a rapid of economic development and facing with a lot of industrial deregulation, being the later entrant may causing them to face more intense competition than early movers.

LITERATURE NOT SUPPORTING THE ISSUE
In the literature not supporting the issue, we can discuss it in terms of first mover disadvantages. Despite the potential advantages of being a first mover, some have argued that given a choice it is better to come into a new market later and garner a ‘second’ mover advantage. Some studies had stated that first mover can provide an advantage to those firm who newly enter the market in term of market power, organizational benefit, image and reputation and vice versa. But it cannot be despite that first mover also even having their own disadvantages because of some factors that most being face by the first mover. It had been support by Tellis and Golder, 1996 which stated that in a short period, newly entrants will being ahead in term of their time and grow fast in the market. However according to the Lieberman & Montgomery 1998, first mover will face many risk and problems being a newly entrants. The factor that contributes to the disadvantages of being first mover is problem of mobilizing the resources by new entrants. When a new firm operated with lack of legitimacy and lack of clarity about the form and function of the organization, it will create difficulties for that firm in order to evoke institutionalized claims pursuit of resources optimally. According to Stinchcombe (1965: 161), an organization must have an elite structure of types and character that will satisfied the people in the firm who responsible in controlling the resources by representing their interests in the goal setting apparatus of the enterprise. Pólos, Hannan, and Carroll, 2002 also had argued that an organization must be able to fulfill external constituents expectations in order to use the resources for accomplish the goals. However, for the new firm who lack of legitimacy, it is hard for them to gather the resources. When there is lack of resources, the firm will hard to achieve and accomplish their goals. (D. Dobrev & Gotsopoulos) Besides, other factor that had being determined contribute to the disadvantages of being first mover is ability to sustain in competitive market for the newly firms. Due to the lack of past experienced in particular market, the newly entrants ability are worse rather than later entrants which had been gain an experienced. There is some reason that cause the firm are not capable to stand in competitive market which is failure to determine the timing which appropriates to enter the market. According to the Jori Johansson 2002, factor that contributes to the failure of first mover is timing. Time factor should be considered as an important aspect to evaluate the firm's ability in order for them sustains in competitive market. As a new firm, they need time to gain experiences in particular market, to identify an appropriate organization function, to gain trust and build a good relationship with the customer, to learn and coordinate the task for the worker. It is because as stated by Jori Johansson 2002, time is affected by the factor such as network externalities, customer knowledge, technology and rival activity. By considering time factor, new firm will be able to sustain in a competitive market and improve their chances to survive as they are already experienced enough in that market. (Johansson, 2002) Other factor that contributes to the first mover disadvantages is the unable to manage the demand which vary all the time. As a first mover,they must be able to manage uncertain greater demand in the market that will affect their business performance. According to Becker 1976, temporary changes in the value of time cause consumer preferences different all the time. The changes in customer demand force the firm to change or produce a product that meet the customer needs and wants. It is because the customer tend to choose a product which updated and newly enter the market rather than a product which been released in few times before. According to Belk 1975, the demand of customer in order to choose the desire product is affected by physical and social surrounding in making decision to choose the product such as decor,sound aromas,other person present and their characteristuc roles. Lack of observing the customer demand will cause the firm hard to manage the changing in the customer demand. For example changing in customer demand due to the existing of new product. In this situation, customer will choose to buy the new product and this cause the old product selling become slower. When the first product become slower, firm will having difficulties to generate a money to produce the new product and it will cause the firm end bankrupt. Due to failure determining the customer changing, the new firm will face some difficulty to sustain in the market. (Duk Rhee, 2006) A firm must consider the market condition before entering the new market. It is because failure to determine the condition will contributes to the failure of being the first mover. However, if the firm had determined well about the market condition, it can help them to make a good decision. To enter the market as a new entrants the firm must consider some factor such as the first mover advantages the competencies in term of technological and economic to help the firm had enough market power, ensure that there is no any risk to cannibalize their own market competencies and market share. When the condition is not suitable and gains a lot of disadvantages if newly enter the market, the firm can choose to be later mover. Failure to identify the market condition will result the firm who trying to enter the market as a first mover ends unsuccessfully. According to M. Ganesh Babu et.all 2011, standpoint for the company have to be identify and being decide by the management of the company whereas either to be a followers or pioneers. (M. Ganesh Babu, 2011)
No doubt, there are important top-line benefits to being a first mover where the first entrants tend to make a large and lasting impression towards customer, earning strong brand recognition and buyers often faced high switching costs in moving their business to a later entrant. However, the impact being a first entrants also being argued by another hand which argued are the resources and enhanced by first mover? (B.Montgomery, 1998). Also, from the first mover advantage that focuses on the potential for first entrants firm to acquire superior resources and capabilities. First mover engaged into the emerging market may facilitate such accumulations, but the first mover often missed the best opportunities which directly impact by technological and market uncertainties. Effect, first mover also might engage with the wrong resources that will impact the cost which also proving that the limited value as the market evolves. (B. Lierberman & B. Montgomery, 1998)
In addition, the first mover may be able to lose their resources of various types which including the superior positions in geographic space such as prime physical locations and technology space such as patents or customer perceptual space. This shows the possibilities of the early entrants to face a problem during their entry to the market. According to Tellis and Golder, through their research through the experience of first movers and early followers and found that first movers have higher failure rates (47%) and also has a lower market shares. We agree that first movers earning grater revenues but also have higher costs which show the result that they earn significantly lower profits over time.
The costs was incurred by the first mover that are nonexistent which include the R&D, development of supply and distribution channels, development of enabling technologies, development of complementary goods and services and product trials to determine what features consumers actually prefer. From this we can determine that being a first mover costly a lot in the R&D cost to ensure the product or service was acceptable by the consumers that also time constraints of market the products. (M. Jakopin & Klein, 2012)
Moreover, being later entrants can adopt newer and more efficient production processes compared the first mover that need to do a lot of trial in the production processes to find the best method to produce their product or services. Research and development expenses for the first mover are higher than those for later entrants because their exploration costs are higher which they have to pay for research that did not result in a commercially viable product and also the first mover need to bear the cost of developing production processes and complementary goods that later entrants can leverage without usually very large upfront investment made by the first mover.
First movers have to manage greater demand uncertainty than later entrants. Estimations of market size, overall revenue and industry growth are often difficult to predict as the onset of a market. After gaining an initial market presence, the first mover must also manage cannibalization risk if the new alternatives to providing service or products arise. A first mover generates revenues from its installed base, and must weigh the risks of moving a new direction and hurting the current business. For example, Osborne Computer in the early 1980s was an early leader in building inexpensive personal computers. When Osborne pre-announced a significantly improved model, the Osborne II, sales for the original Osborne computer slowed to a trickle, as potential buyers decided to wait for the new product. As a result, Osborne did not have the cash to finish developing its new-generation computer, and it went bankrupt. Later entrants do not have an installed base to service, and thus have no cannibalization risk.
Also, uncertainty regarding customer requirements can cause the first movers to incur great expense to learn what customers want which in the market research found that may have a little value when customers do not yet know how they will use the product and they are willing to pay for and refine products accordingly. For example, Kodak was the first to introduce the 8mm video camera in the late 80’s but withdrew from the market due to poor response from customers. By the early 1990’s customers became more comfortable with the technology and Sony successfully entered this market leaving Kodak to play catch up or not reenter at all. This may have been a case where Kodak would have been better off by spending on customer education efforts.

DISCUSSION
In the perspective of literature supporting the issues, The basis of first-mover advantage is simple which can be explain in this way, by being the first to enter a new market, the business gains an advantage over its actual and potential rivals. This is true whether the business is seeking to develop new geographical or demographic markets or segments for existing products, or whether it is seeking to introduce new products to its existing market segments. To explain in a simple way in terms of game, we can say that the phrase first mover advantage derives from Monopoly board game, first person “moves into” the games may get more advantage by owning more properties that are expensive. In business concept, being first in the market engendered a fierce loyalty among customers and pull down those potential competitors. Customer always belongs to the first company that brings them enter the market. If you are an eBay use, it will be the first auction site that you use. If you use Windows, you might probably never use CPM computer services. Also, if you Starbucks regular customer, you might never heard Peet’s. Moving first can be an advantage or disadvantage depending on the market and competitive situation. Companies that are lauded as first movers are often not the initial movers. Instead those companies are first movers that were able to gain a significant commercial presence
Another example which can be use to discuss the issue which are the most famous exemplars of first-mover advantage as a basis for corporate strategy, Japanese electronics maker Sony brand. Sony is set up by the legendary, Ibuka Masura in Tokyo. Sony implemented the concept of doing things that no one else willing to do. This brand successfully developed leading-edge products and getting them to market faster than the competition was not so much a strategy as a personal obsession, and is considered one of the cornerstones of Sony's rapid growth and continued success. However, we believe that first-mover status is not without its drawbacks. The first and biggest of these is cost. In order to be a first-mover, an organisation must be a pioneer, and this means incurring costs in terms of time and investment. Technology must be invented, distribution systems have to be established, knowledge about new markets must be learned from scratch, sometimes painfully. For those who comes later to the market, the costs of acquiring all this knowledge can be much lower: products can be reverse engineered to discover their secrets and then improved on, experienced staff can be hired away from the first-mover firm to impart and share their knowledge, and so on. First mover can gain the control of mind in customer that later followers might not able to get. Branding in not a competition on manufacturing a better product or services but it is a battle on who can create a better and impressive perception among all. The general perception is that being early to market with a product gives the vendor first mover advantage and lets them capture market share and mind share before any competitors get into the game. Sony has successfully created an incredible brand name previously. Previously, Sony Corporation known as Tokyo Telecommunications Engineering Corporations, built Japan’s first tape recorder and called as Type-G. It was the first products of Sony that they use to enter the electronic market in Japan and capture the customer mind at the same time build the company image Amazon.com is also another example of firm that used the first mover strategy. It is the first online website that has transformed the way we buy product. It launched on 1955 and led by CEO, Jeff Bezos. It is free to buy online including books, CDs, videos, DVDs, games, electronics and more. One-Click Shopping Service offered by Amazon has successfully promoted to the market and gained lots of positive criticism from its customers because it is convenience. It creates a threat to the mall because most of customers are more prefer to consume in the home instead of going out. Amazon successes create a new shopping culture to its customers, shopping online.
In the perspective of literature not supporting the issues, becoming a first mover is not necessary to actually enhance the business in term of expending it market in fact it could jeopardize the firm. Factor such as Time & experience, market condition & market competition, the capability to mobilizing the resources, the demand, technology and Cost were the main problem that always surrounded the first mover. A first mover it is eligible to be dealing with the entire risk when creating a new market that may stunt them useless in the future. The late mover would sometime take on the advantages of the first mover establishment as they may have the ability to study the first mover technique and strategies
Some company fail to actually sustain their business in the competitive market because of the wrong timing aspect. For example, Webvan, the first mover in online grocery had file for a bankruptcy as they had misgauging the customer desire and entering the market without realizing that most of the customer had not really ready to change from their in-store experience, which in result causing the company to lost millions of dollar. Experience and the ability of the firm were in fact is the necessity in determine the success of the firm. New firm take time to gain an experience in the particular market the ability to identify the organization appropriated function, trust build and other are the main key to the success of the first movers.
Some new firm often were unable to maximize the use of the resource because they fail to collaborate with organization structure. In which created difficulty for the organization to actually go through with the country regulation and barrier for utilized the resources. Some country may have late in receiving a new technology, thus cause the immature technology to the first movers. So for the technology to be existed in the country huge cost and continues R&D had to be implemented that at the end would be beneficial to the late mover.
A first mover is always required to actually establish an understanding regarding the market capabilities. A failure of the first mover was often associated with the ability of the firm to actually manage their time in studying the customer behaviour such as social background, education and culture and establishes the rapport with them. The undetermined flow of the demand may influence the first mover greatly. It may be influence by the physical, environment and social structure of the customer, sudden changes would cause the firm such a hard time to regain its feet and because of that it is advisable for the firm to keep trend with the changes. For example Kodak in which the firm had being introduce the 8MM video camera but out of the wind had to withdraw from the market because of the poor response but as the technology become more develop and the society are more educated, Sony that can be categorize as late mover become successful living the Kodak as the firm mover on the breach of collapsing.
Economic stability affected the most when it comes to the first mover. It is the huge disadvantage to the firm. The sudden shift in the economic may exposed the firm to the risk of incurring debt. When we talking about the first mover, usually they are the pioneer in the R&D of the production; the investment that they made required are strong financial structures to gain the result. Mostly they are either finance by the bank or from company money, however when the economy become unstable, the risk of the debt to be increase are relatively high in which influence the performance of the firm. The economic conditions also influence the act of the consumer to spend; there are likely to reduce the use of unnecessary item. So the cost of the maintenances would be very expensive with declining in the sales thus affecting the firm. Apart from that, a new firm usually need to expand more on their marketing so that the customer is well educated and exposed to the brand. Marketing a new product is highly costly and time consuming, while the uncertainty of the product to be success cannot be estimate. CONCLUSION

In today’s rapidly changing business world, firms are facing more and more challenges. When developing new products, they not only have to decide the variety and performance of these new products, but must also consider the effects of time-to-market, the degree of flexibility of their operations, and their competitors’ strategies. First-mover advantage is not just being first in the market and gaining advantage over time. It includes various others as well it has to be consolidated with the resources – money, people and knowledge to sustain it for a longer period of time and also in expanding it. Change is inevitable and change makes changes in the performance of firms over the time horizon, but then the success of firm lies in keeping the competitive advantage than it is to get it in the first place. We can say that first mover is not a set strategy to win over however it can be describe as a prelude to firms to move on. Undeniable, first mover enjoys monopoly period because when they is no competitors in the same market. However, when duopoly begins, both firms have the knowledge of each other on the product design level and the price will be set simultaneously. Price competition occurs because firms wanted to keep their product’s positions away from others. First mover does not always gain benefits because cost that they need in more than others at the same time have to make sure their position in market. Beside, first mover needs to put more effort to continually innovation and increase level of technology in order to retain its competitive advantage. It automatically becomes a cost burden for the business in terms of research and development process.

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