What potential advantages does being the pioneer in new product-markets provide a firm like Minnetonka in an industry dominated by giants such as Procter & Gamble and Colgate-Palmolive?

Minnetonka, Inc., is a relatively small firm that has pioneered the development of consumer health and beauty products—such as Softsoap and Check-Up plaque-fighting toothpaste—over recent years. What potential advantages does being the pioneer in new product-markets provide a firm like Minnetonka in an industry dominated by giants such as Procter & Gamble and Colgate-Palmolive?