''Fast Second: How Smart Companies Bypass Radical Innovation to Enter and Dominate New Markets'' is a book written by

Paul Geroski Paul Andrew Geroski (18 October 1952 – 28 August 2005) was a leading economist in the United Kingdom. Although born in Pleasantville, New York, United States, Geroski studied and spent most of his career in Britain, where he settled perma ...

and

Constantinos Markides Constantinos C. Markides (born 1960) is a Cypriot management educator and, since 1990, the Robert P. Bauman Professor of Strategic Leadership at London Business School (London, UK). He is known for his work on strategic disruption and business mod ...

and published by Jossey-Bass in 2005. According to the authors, a "fast second company" lets other companies innovate and experiment to create new markets. Then the fast second enters the market just as the dominant design is about to emerge, helps create the dominant design, and uses its size to capture the market. The book identifies Microsoft, Procter & Gamble, Amazon.com, Canon Inc.,

JVC JVC (short for Japan Victor Company) is a Japanese brand owned by JVCKenwood corporation. Founded in 1927 as the Victor Talking Machine Company of Japan and later as , the company is best known for introducing Japan's first televisions and for ...

and

Heinz The H. J. Heinz Company is an American food processing company headquartered at One PPG Place in Pittsburgh, Pennsylvania. The company was founded by Henry J. Heinz in 1869. Heinz manufactures thousands of food products in plants on six conti ...

as successful fast second firms. It was a nominee of the 2005 Financial Times and Goldman Sachs Business Book of the Year Award.

Publishing information

See also