Key points are not available for this paper at this time.
Venkatesh Shankar, Gregory S. Carpenter, Lakshman Krishnamurthi, Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers, Journal of Marketing Research, Vol. 35, No. 1 (Feb., 1998), pp. 54-70
Shankar et al. (Sun,) studied this question.