Firms can act proactively by introducing new products or technological capabilities after the competition has entered the market. Amazon and its online bookselling market is a good example of this.

Question

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Proactiveness techniques include introducing new products or technological capabilities ahead of the competition. Amazon was able to define the online bookselling market by entering the market early and defining the user experience. It further leveraged its position as an early mover when moving into other retailing ventures and later into cloud computing.

Firms Can Act Proactively by Introducing New Products or Technological