Minnetonka, Inc., is a relatively small firm that pioneered the development of consumer health and beauty products, such as Softsoap and Check-Up plaque-fighting toothpaste. Not all new market pioneers, like Minnetonka, effectively take advantage of the potential benefits inherent in their early lead. What does research evidence in the text suggest a new market pioneer should do relevant to major elements of its marketing strategy to gain and maintain a leading share position in the new market it enters?