The existence of double jeopardy within the order of entry effect

Order of entry research has stressed the importance of a superior marketing mix effort relative to the pioneer if a late entrant is to overcome the order of entry effect. Several researchers have argued, but have not demonstrated, that a superior marketing mix effort may even help a late entrant avoid the order of entry effect. If this is proven to be the case, a double jeopardy trend may exist in that late entrants that have a superior...