研究表明，市场领先者在广告和促销方面能够得到更好的回报，并可以将产品价格定得比后来者高。在一些情况下，如消费者对新产品的性能不能确定或改变习惯的成本太大，领先的企业还是占有优势的。不过，市场后来者在树立自己的品牌时能够免费利用领先者为开拓市场付出的努力。 Research shows that market leaders can get better paybacks on advertising and promotion and can set product prices higher than later. In some cases, leading companies still have the edge if consumers are not able to determine the performance of the new product or change the habit. However, latecomers, in setting their own branding, are free to harness the leader’s efforts to exploit the market.