MKT 140: PRODUCT INNOVATION – Project 3

First to move, or first to react

Project Description:

Some entrepreneurs find success by being a first mover and some find success by being a fast follower.

Fast Follower – A company that quickly imitates the innovations of its competitors.

First Mover – A company that gains a competitive advantage by being the first to bring a new product or service to the market.

For Project 3, do some online research to name and describe the strategies of a company that was successful as a startup being a first mover. Then, contrast this with a company that was successful being a fast follower. Consider marketing strategies, competitive environments, and barriers to entry that each company overcame.

Summarize your research findings in your own words and write at least 250 words.

Submit your project to Project 3 in Moodle.

FOR INSTRUCTOR USE ONLY

Grading Rubric

Grading accepts a start value of 100. Points will be deducted for failure to fully complete or meet the stated requirements. 90-100 = Represents work of superior quality (A); 80-89 = Represents work of good to very good quality (B); 70-79 = Represents adequate command of class content (C); 69 and below = Represents work that shows a need for development or improvement (F); 0 = Represents plagiarized work (F).

MK140: Product Innovation (BCM)

Student:

Instructor:

Date:

Project 3: First to move, or first to react

Description of requirements

Possible Points

Your Points

After doing some online research, named and described the strategies of a company that was successful as a startup being a first mover.

25

Contrasted this with a company that was successful being a fast follower.

25

Considered marketing strategies, competitive environments, and barriers to entry that each company overcame.

30

Summarized your research findings in your own words and write at least 250 words.

10

Overall content has clarity and adequate supporting details

10

TOTAL

100

YOUR SCORE: ________

Instructor Comments: