Innovation timing advantages: From economic theory to strategic application

Abstract First and second mover theory, as developed in industrial organization economics, maintains that firms can gain competitive advantage by using optimal timing in the introduction of innovations. Because the industry is the unit of analysis, the theory does not provide specific guidance for individual firms. We analyze the underlying sources of first and second mover timing advantages and clarify several issues regarding the basic theory. We then identify a variety of factors at the industry, firm and product/service levels and develop propositions showing their relations to individual firms in their efforts to benefit from timing advantages. We discuss the link which these indicator factors provide between economic theory and strategic timing choices. Finally, we suggest directions for research which would assist firms and their managers in selecting and pursuing innovation timing strategies.