Golder and Tellis distinguish between three types of new product pioneers. Which type is the first to develop patents in a new-product category?
A) nonsurviving pioneer
B) inventor
C) product pioneer
D) market pioneer
E) innovator

Question

Quizplus · Accepted Answer

The type of new product pioneer that is the first to develop patents in a new-product category is the inventor. Golder and Tellis also distinguish between two other types of pioneers: market pioneers, who are the first to introduce a new product to the market, and product pioneers, who are the first to introduce a new product category. However, neither of these types specifically involves developing patents. The nonsurviving pioneer is a category that encompasses pioneers who ultimately fail in the market, regardless of the specific actions they take. Innovator is not one of the three types of pioneers distinguished by Golder and Tellis.

Golder and Tellis Distinguish Between Three Types of New Product