In contrast to traditional markets, the electronic market is considered particularly suited for early market entry and thus for the special success of the innovator, due to its economic principles. A significant role is played by the network-based diffusion effect. Gertrud Walgenbach analyzes the transferability of the so-called first-mover advantage to electronic markets. Based on empirical studies, she examines which strategic approaches are relevant for the innovator's success, identifies the demand-side strategic goals, and derives success-generating measures for their operationalization. Using a case study in online book retailing, she demonstrates that by selecting and efficiently designing specific measures for the market entry strategy, the entrepreneurial risk of the innovator can be reduced.