first-mover advantage
noun[U]
ukusMARKETING
theadvantagethat acompanyhas when it is the first tointroducea newproduct,service, ortechnology, and so does not havecompetitionfrom othercompanies:
Welosta lot of 'first-moveradvantage' because we couldn'tmovequicklyenough.
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last-mover advantage