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Second Movers

CASE 2 – ENTELLIUM, DIGG, PEERFLIX, ZAPPOS AND JIGSAW: SUCCESS FOR SECOND MOVERS IN E-COMMERCE. Anyone who has watched short-track speed skating during the Winter Olympics knows that skating with the lead is no easy task. The No. 2 skater gets to conserve precious energy by drafting behind the leader. No. 2 watches the frontrunner’s every move, gauging when and where to make a bid for the gold. Now corporate America and speed skating have much in common. There are no safe leads. For companies that use the Internet as the home base for their businesses, the second-mover advantage seems even more substantial. That’s why Paul Johnston is deeply grateful to Marc Benioff. Johnston’s Seattle-based start-up, Entellium, has won hundreds…