Applying First Mover strategy and its impact on Market Positioning: An empirical study on a sample of Jordanian tourist hotels | ||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||
| Article 7, Volume 14, Issue 2, 2017, Pages 95-114 PDF (434.27 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jaauth.2017.48137 | ||
| Authors | ||
| Faleh Al Houry; Asaad Abu Rumman; Maher Odeh Shamayleh | ||
| Jordan | ||
| Abstract | ||
| This study aimed to identify the success factors of the first mover strategy and its impact on market Positioning in a sample of hotels in the Jordan , A number of (17) hotels of the four and five stars was chosen by the random sample method , distributed were 181 questionnaires. The study used the descriptive and analytical method in conducting the study. To analyze the results, the researchers used simple and multiple regression analysis, The study concluded that the first mover success factors (switching costsand buyer choice under uncertainty, preemption of assets, technology leadership) influence the market positioning. | ||
| Keywords | ||
| First mover Strategy; market Positioning; marketing; Hotels; tourism; Jordan | ||
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