Pioneirismo, vantagens do pioneirismo e administração de marketing

Abstract

This article tries to link pioneering and pioneer advantage with marketing management. To achieve this goal, it starts with a theoretical background constituted by the strategic model about pioneering (LIEBERMAN; MONTGOMERY, 1988) and by results of researches that focused this theme with the customer behavior approach. Combining this two perspectives allow us to the analysis of the main implications and possibilities of contribution that marketing management activities can offer. Aspects related to distribution, communication, promotion and relationship marketing are mentioned. In the introduction is provided a brief review of recent academic researches about the pioneer subject, pointing up its main characteristics and the importance of this theme in the organizational context.