A study on the cognition of Environmental Uncertainty between Pioneer brand and Follower brand

선발브랜드와 후발브랜드간의 환경 불확실성 지각에 관한 연구

Pioneer brand and follower brand show differences in their perception of the environmental uncertainty. Market pioneer brand companies think that the environment is relatively simple and doesn't change much, whereas follower bland companies think that the environment is complicated and changes a lot. For market pioneer brand companies, among dynamism on the environment lever, there was less potential for the environment and parts, and government restrictions compared to follower brand companies. Also the complexity of the environment level complicated compared to the follower brand companies in areas such as competition for consumers with rival companies, materials, resources of equipment and parts, government restrictions, and the amount of change of the market's preference of the product.