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Jollibee case Q1) Discuss the advantages to Jollibee of not being a first mover in the fast food restaurant

Despite the theory of the first mover advantage, Jollibee is a clear exemplar of the success and advantages of being a late mover in the fast food restaurant industry. Through being a late mover, Jollibee was able to improve its performance through benchmarking against the multi national corporation (MNC) McDonald’s, improve on their business model and thereby gain a leadership position over the global giant in the Phillipines (Hill et al. 2019). Through being a late mover, Jollibee was able to fast track its small chain development through benchmarking against the established global player (Bartlett & Ghoshal, 2000). This strategy had proven to be advantageous given that Jollibee was able to learn and implement the effective operating systems the MNC had established. Thus, being a late mover Jollibee was able to become a free rider as it gained access and benefited from an established operating system that McDonald’s had in place rather than creating one themselves (Zhou, 2002). Additionally, Jollibee was able to inspect McDonald’s business model and thereby adopt some of its systems and find gaps in their strategy to improve and innovate on (Bartlett & Ghoshal, 2000). This was evident in improving McDonald’s burger patty by introducing burger patties that were sweeter, which was tailored to the Filipino culture. Hence, through being a late mover, Jollibee was able to gain advantage in the exploitation of the market potential that was uncovered through the investments of McDonald’s (Hill et al. 2019). By not being the first mover in the fast food industry, Jollibee had gained significant advantage that had lead to the success of the company. By benchmarking, finding gaps in McDonald’s strategy and implementing their established systems. Jollibee was able to gain 40 percent of share in the hamburger market in the Phillipines as opposed to the global giant only acquiring 15 per cent market share. Therefore, Jollibee had exemplified the late mover advantages, ultimately that first movers have incurred costs associated to research and development, whilst late mover are able to benefit through reaping the returns on their investments (Adrien & Koen, 2017) References Adrien, Q & Koen, F, 2017, ‘Evolving user needs and late mover advantage’, Strategic organisations, Vol. 15, no.1, pp 67–90, viewed the 22 April 2020, Academic search complete database, Sage Pub, DOI: 10.1177/1476127016648498. Bartlett, C ; Ghoshal, S, 2000, ‘Going global lesson from late mover’, Harvard Business Review, Vol.78, no.2, pp.132-142, viewed the 22 April 2020, Academic Search Complete database, EBSCOHost. Hill, C. W. L., & Hult, T. M, 2019, Global business today: Asia-pacific perspective, McGraw-Hill Education, NSW. Zhou, Z, 2002, Achieving Late-Mover Advantage: The Effects of Enhancing and Distinctive Strategies, Polytechnic Institute and State University, Virginia, viewed the 22 April 2020, ProQuest database....