“…In general, while many earlier studies have discussed and demonstrated first-mover advantages based on market share (e.g., Carpenter & Nakamoto, 1989;Cohen, Nelson, & Walsh, 1997;Lieberman & Montgomery, 1998), other studies have challenged the notion that competitive advantage automatically accrues to the leading innovator (Baldwin & Childs, 1969;Gal-Or, 1985;Ofek & Turut, 2008). Research on these issues have advanced considerably and much of the contemporary effort focuses on further elucidating contingencies defining when pioneering is likely to be a superior strategy (e.g., Lieberman & Montgomery, 2013;Gomez, Lanzolla, & Maicas, 2016). More recently, studies in this stream have documented contextual environmentlevel conditions that may affect first-mover advantage and moved forward the notion that a firm's environment needs to be considered and understood in examining leading versus laggard strategies (Suarez & Lanzolla, 2005;Bamberger, 2008;McCarthy, Lawrence, Wixted, & Gordon, 2010;Kim & Lee, 2011;Lieberman & Montgomery, 2013;Vidal & Mitchell, 2013;Gomez et al, 2016).…”