How Do Late-Movers Create Their Own Competitive Advantages：A Resource-Based View,The Case of 7-ELEVEN and FamilyMart in Taiwan.

• Main Authors: Yu-Chen Lee, 李宇宸
• Other Authors: Cher-Min Fong
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/43408641530073314098

碩士 === 國立中山大學 === 企業管理學系研究所 === 101 === The timing of market entry of the enterprise is an important factor whether it has competitive advantage or not. To enter the market at the adequent time is often the key to success. In the past, studies on timing of entry have asserted that early entrants could help to build lasting competitive advantages, which is so called the “first-mover advantages”. However, in recent studies, they have proved that some late movers could also perform quite well, or even better than those early movers in the market. In this paper, we based on RBV theory, to discuss the core resources of the two leading convenience stores in Taiwan: 7-ELEVEN and FamilyMart. Then we want to interpret the late-mover and first-movers’ advantages and disadvantages, and find out how they build their competitive advantages. Finally, we want to explore that how the FamilyMart to stand out in this mature and stable market. After organize the industrial background and analysis of case data, we proposes the following important findings: (1) There are first-mover advantages and late-mover advantages in the convenience store industry, but they are not the only factor to become success. (2) In addition to the choice of store location, continuous innovation is a critical success factor in the convenience store industry. (3) There is high product substitution in convenience store, so even if the first-mover established the consumer preferences, the late-mover can also have a competitive advantage by differentiated products in Imitation strategy. (4) The market-oriented competitive action is difficult to competitors to respond in a short time, so it is a very important issueof exclusive advantage.