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English definition of “second-mover advantage”

second-mover advantage

noun [C]
 
 
MARKETING
the advantage that a company has when it offers a product or service later than a competitor, because it can learn from customers' reactions and offer something better than its competitor: US companies can have second-mover advantage in areas such as wireless commerce where they are significantly behind the competition in Europe. →  Compare first-mover advantage , last-mover advantage
(Definition of second-mover advantage from the Cambridge Business English Dictionary © Cambridge University Press)
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