The purpose of this study is to confirm the existence of pioneer advantages and to identify effective marketing strategies for late entrants to overcome them. First, given that no prior research in Korea has addressed the existence of pioneer advantages, we confirmed their presence through an exploratory investigation. Next, through a review of existing research, we identified three groups of marketing strategies shown to be effective in overcoming pioneer advantages: situational strategies divided into entry lag and market power; positioning strategies divided into differentiation and directionality; and marketing mix strategies comprising high quality, low price, and marketing communications. Meanwhile, the effect of overcoming pioneer advantages was not limited to overtaking the pioneer (i.e., catch-up) but was defined in three ways, including constraining the pioneer and pursuing one's own objectives. The results of hypothesis testing through a survey were as follows. First, the strategies most effective in overcoming pioneer advantages, in descending order, were marketing communications effort, market power, entry lag, positioning differentiation, positioning directionality, and high quality. Second, contrary to prior research, low price was found to have no effect on overcoming pioneer advantages. Third, it was revealed that the effective marketing strategy differs depending on the performance objective. Finally, 24.5% of late-mover products were found to currently hold the number one market share position.