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First movers have many advantages, one of which is brand, that allow them to have higher margins that competitors.   You are correct, though.  

As mentioned in a similar thread, all margins are not created equal.   Is your margin exposed to external things such as the prices of raw materials, or is it relatively fixed, due to low overhead costs.    It totally depends.    

I don't care how my company gets its profit....low margin.....high long as the business plan is good and profits are sustainable and growable at a desired rate in my investing horizon.   It's also good to have quality leaders that can adjust their plans to take advantage of changing environments.   

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