second-mover advantage
noun[C]
MARKETINGukustheadvantagethat acompanyhas when itoffersaproductorservicelaterthan acompetitor, because it canlearnfromcustomers'reactionsandoffersomethingbetterthanitscompetitor:
UScompaniescan have second-moveradvantageinareassuch aswirelesscommercewhere they aresignificantlybehind thecompetitioninEurope.
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first-mover advantage
last-mover advantage