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Trailblazers don't always come out ahead

It's not always best to be first, finds a new study from the Journal of Consumer Research. Researchers from Purdue, Indiana University, and UConn examine how consumers will evaluate new products when they are released by an existing brand (known as "brand extension"). They find that many products may actually benefit from having competition, entering the market as followers rather than as the first of its kind.

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Keywords: trailblazers, always, come, trailblazer, alway

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