PAZARA İLK GİREN Mİ YOKSA TAKİPÇİ OLARAK İKİNCİ GİREN Mİ OLMAK? PAZARA GİRİŞ SIRASININ AVANTAJLARI VE REKABET ÜZERİNDEKİ ÖNEMİ

Genellikle pazara ilk giren veya yeni bir ürün ya da hizmeti pazarlamada ilk sırada yer alan firmalarınrekabet elde etmede önemli avantajlar kazandığı düşünülmektedir. Pazarda ilk harekete geçip Pazar liderliğinibaşarıyla sürdüren şirketler bulunsa da ikinci harekete geçen pek çok şirketin de pazarda üstünlük kazanıprekabet üstünlüğünü ele geçirdiği yapılan çalışmalarda mevcuttur. Bu konuya ilişkin tartışmalara uluslararasıliteratürde pek çok makalede yer verilirken, ulusal literatürde konuya ilişkin bir makaleye ulaşmak hayli güçtür.Bu çalışmada pazara giriş sırasının rekabet üstünlüğü elde etme üzerindeki etkilerinin ne olduğunu saptamaküzere teorik bir araştırma yapılmıştır. Araştırma sonucuna göre, ilk harekete geçen ya da takipçi olarak ikinci vesonradan harekete geçen firmaların yani pazara giriş sırasının farklı sektörler için farklı avantajlar vedezavantajlar yarattığı bunun sonucunda da rekabet üzerinde farklı etkiler oluşturduğu bulgusuna ulaşılmıştır.Bu çalışma, pazara farklı zamanlarda giriş yapan firmaların sahip oldukları avantaj ve dezavantajların rekabetüstünlüğü üzerindeki etkisininin ilk kez inceleniyor olması bakımından önem taşımaktadır.

BEING FIRST MOVER OR SECOND MOVER AS FOLLOWER TO THE MARKET? MARKET ENTRY ORDER ADVANTAGES AND THE IMPORTANCE ON THE COMPETITION

It is generally thought that first mover firms in the market or who are taking initiative places in marketing with a new product or service have important advantages in obtaining competition. Although there are companies that take the first move in the market and successfully maintain their leadership in the market, there are other studies conducted in which many companies taking the second move gain superiority in the market and gain competitive advantage. While there are discussions related to this subject in many articles in the international literature, it is quite difficult to reach an article related to subject in the national literature. In this study, a theoretical research was carried out to determine the effects of market entry order on competition. According to the results of the research, it was found that the effect of the first mover or second and late mover, namely the entry order on the market creates different advantages and disadvantages for different sectors on the competition. This study is important for the first time examining the advantages and disadvantages of firms entering the market at different timing and its effect on commpetitive advantage.

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