Since "when" to make a strategic move is as important as "what" move to make, a company's best option with respect to strategic timing is:

To always be a first mover

To carefully weigh the first$-$mover advantage against any disadvantage of going first and act accordingly

To be the last$-$mover since playing "catch$-$up$"$ to the leaders is fairly easy and is generally much cheaper than any other option

To always be a fast follower

To be a late mover $($because it is cheaper and easier to imitate the successful moves of the leaders and moving late allow you to prevent mistakes$)$