Using First-Mover Advantage and Resource-Based Theory to Explore the Sustainable Competitive Advantage of Enterprises: Take the Frozen Prepared Food of a Case Company for Example
碩士 === 國立臺北大學 === 企業管理學系 === 105 === New products in the food market often trigger a buying spree among consumers. Manufacturers that launch products first may not gain the advantage and may be forgotten when the trend of store declines because of the low-entry barriers in the food market and the fi...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/7585ge |
| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 105 === New products in the food market often trigger a buying spree among consumers. Manufacturers that launch products first may not gain the advantage and may be forgotten when the trend of store declines because of the low-entry barriers in the food market and the fierce competition. However, some manufacturers have hot-sale products for years that are strongly favored by consumers continuously.
This study aims to explore the reasons why some products sustain their competitive advantages. From the study on a frozen prepared food manufacturer, it is found that the case company develops a new product that is tailored to the needs of convenience stores that sells it. The key factor that helps the case company gains a firm foothold in the food market is its ability to continue to strengthen and makes full use of its own resources. One of these efforts is raising barriers to entry which helps sustain the competitive advantages of enterprises.
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