The extant research has established that there is a pioneering market share advantage when the product category is successful, and under certain other conditions. This finding has been found across many product categories. Applying this database of empirical knowledge, the paper addresses the following two important research questions. These research questions have substantial impact on scholarship and practice. 1. How does the market share advantage to early entrants impact the Fifth Generation (5G) network technology market structure? 2. How is financial strength of the firm related to market entry of its brand? We chose the 5G market because 5G is transforming every-day consumer experience in many ways, and altering the landscape of our society, commerce and economy, and polity in substantial ways. Read more.
