When a brand becomes predominant in the market others try to emulate the leader (de Chernatony et al. 2011: 353). The competition assumes that their idea or strategy is right, so they imitate it with the goal of improving it- making it better (Reis 2014 11-12). However, better is a difficult concept to communicate to consumers and it does not always work (Reis 2014 11-12). Better, is a perception, as in asking if Coke taste better than Pepsi (Reis 2014 11-12)? The belief that something is better is a subjective judgment, a perception that exists in the minds of the observer, (Reis and Trout 1993: 22-24) the consumer. Therefore, if you did not capture the market first with a product or service, what do you do if you are second (Reis 2014 11-12)?
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However, comparatively along other societies they reflect a people not known to be early adopters of new ideas and technology (Wood 2015: 78). For example, Egypt had been interacting with Mesopotamia for more than two thousand years before adopting the well- sweep, which by then had been in use to irrigate land. Furthermore, there is no evidence of the use of the potter’s wheel in Egypt (Roberts 1997: 56), a Mesopotamian invention ca. 3500 B.C.E. (Podany and McGee 2005: 30), before the Old Kingdom (ca. 2686-2181) (Roberts 1997: 56). This pattern is also observable in Egypt’s adoption of the Canaanite jar. Egypt and Canaan’s economic relationship dates to the 4th millennium B.C.E. or Predynastic period evidenced from “stamped clay sealings and bullae found in southern Israel (Ahituv 1999: 187).’’ Egyptian awareness of the Canaanite commercial jar was as earlier as the late Middle Kingdom to Second Intermediate Period (ca. 1800-1550) (Wood 1987: 78) as “Asiatic settlers brought with them, and no doubt continued to produce locally, their native wares, including the handled store jar. Many examples of handled Syro-Palestinian store jars have been recovered from these settlements (Wood 1987: 78).’’ Tomb wall paintings and reliefs from the 15th century B.C.E. depicts Egyptians bringing back conquered Canaanite goods to their storehouse (Frantz and Grace 1979:
However, comparatively along other societies they reflect a people not known to be early adopters of new ideas and technology (Wood 2015: 78). For example, Egypt had been interacting with Mesopotamia for more than two thousand years before adopting the well- sweep, which by then had been in use to irrigate land. Furthermore, there is no evidence of the use of the potter’s wheel in Egypt (Roberts 1997: 56), a Mesopotamian invention ca. 3500 B.C.E. (Podany and McGee 2005: 30), before the Old Kingdom (ca. 2686-2181) (Roberts 1997: 56). This pattern is also observable in Egypt’s adoption of the Canaanite jar. Egypt and Canaan’s economic relationship dates to the 4th millennium B.C.E. or Predynastic period evidenced from “stamped clay sealings and bullae found in southern Israel (Ahituv 1999: 187).’’ Egyptian awareness of the Canaanite commercial jar was as earlier as the late Middle Kingdom to Second Intermediate Period (ca. 1800-1550) (Wood 1987: 78) as “Asiatic settlers brought with them, and no doubt continued to produce locally, their native wares, including the handled store jar. Many examples of handled Syro-Palestinian store jars have been recovered from these settlements (Wood 1987: 78).’’ Tomb wall paintings and reliefs from the 15th century B.C.E. depicts Egyptians bringing back conquered Canaanite goods to their storehouse (Frantz and Grace 1979: