Order of market entry: established empirical generalizations, emerging empirical generalizations, and future research

Three established empirical generalizations have been identified, namely, a negative relationship between order of market entry and market share exists, that the entrant's market share divided by the first entrant's share is equal to one divided by the square root of order of market entry for consumer packaged goods and prescription anti-ulcer drugs, and that market pioneer share advantages slowly decline over time. Four emerging generalizations have also been presented, but these lack additional research support.