Because when to make a strategic move can be just as important as what move to make, a company's best option with respect to timing is

to carefully weigh the first$-$mover advantages against the first$-$mover disadvantages and act accordingly.

to be a fast follower.

to be the first mover.

to be a late mover $($because first$-$mover disadvantages usually overwhelm first$-$mover advantages$).$

to be the last$-$mover$--$playing catch$-$up is usually fairly easily and nearly always much cheaper than any other option.