产品价值网络竞争与后发企业追赶策略北大核心

市场环境的复杂引致产品竞争转变为产品价值网络之间的竞争,后发企业的追赶能力依赖于产品价值网络的竞争力。本文基于博弈理论构建了包含后发企业新产品价值网络和在位企业旧产品价值网络的防降价均衡模型。通过数理推导产品价值网络各主体在降价博弈中的行为选择,进而分析后发企业为引导其他主体协同跟进、成功构建和运营新产品价值网络的策略安排。研究表明后发企业应该:(1)提高与模块供应商、互补品提供商的兼容度;(2)提高新旧产品的兼容度;(3)根据市场份额调整产品价格;(4)根据用户规模把控补贴额度和时间节点。研究结论为后发企业通过产品价值网络竞争实现追赶提供了重要见解。最后,结合华为鸿蒙系统案例分析了后发企业追赶策略的实际应用。     

移动通信消费中品牌选择的博弈分析

本文针对移动通信消费市场中消费者的品牌选择行为,引入通信网的网络外部性强度进行分析,研究在移动通信市场中,厂商的定价能力、市场份额及利润与消费者的品牌忠诚度、消费偏好及品牌转移成本等之间的关系.     

供应商技术研发决策行为的演化博弈分析——基于技术外部性的视角

供应商在面向多制造商时研发共性技术还是研发专用技术？以此问题为基点，本文运用演化博弈论，在共性技术外部性、外部性引发价格战及政府干预治理情形下对供应商技术研发决策行为进行分析。研究发现：共性技术外部性的存在使得博弈演化稳定于由选择不同技术研发策略的供应商共存的均衡；在外部性引发价格战情形下，当外部性较强时，零部件降价幅度越大，供应商越倾向于选择研发专用技术，反之，当外部性较弱时供应商越倾向于选择研发共性技术；当考虑外部干预治理时，政府价格干预效果依该行为所引致的市场额外需求降低状况，而政府补偿干预有效引导着供应商选择共性技术研发策略。     

产品设计作为竞争策略的PRO 供应链生产决策研究

对于大多数无力自建WEEE 回收体系的生产企业选择加入PRO 是明智的选择。本文基于行业PRO 运作模式，构建了由两制造商和回收商联盟组成的供应链模型，将与市场增长挂钩的产品设计作为其中一制造商的竞争策略，研究了产品设计和回收双责任要求下供应链各主体的生产决策问题。研究发现：（1）当产品设计成本较低和市场增量较高时，以产品设计作为竞争策略的在位制造商可以淘汰竞争制造商；（2）当产品设计成本低于市场增量时，在位制造商的生产决策优于竞争制造商。一定条件下，竞争制造商存在“搭便车”行为；（3）产品设计降低了处理成本，但损害了回收商经济效益，回收商抵制过度产品设计，并通过转移价格实现供应链主体的利润配置。当经济驱动下回收商自愿回收时，更高的政府回收率会导致整个供应链经济效益变好；（4）存在一个三方共赢局面使三者经济效益都更优，存在一个双赢局面使回收商和在位制造商更优。     

网络外部性下的电子商务平台竞争与规制——基于双边市场理论的研究

双边市场的相关问题研究是近年来产业组织领域的前沿与热点之一,本文在已有的经典文献基础上,系统思考了网络外部性在双边市场中的作用和影响,并对电子商务平台这一典型的双边市场平台企业进行分析,研究了电子商务平台的定价与竞争机制。通过对转移成本、兼容性和模块化的研究,本文认为互联互通和模块化经营可以降低网络外部性因素引起的市场进入壁垒,减少厂商运用市场势力排斥竞争行为的可能性,在知识经济条件下,使电子商务产业形成以技术创新为主导的竞争性垄断的市场结构。     

厂商市场份额的品牌经济模型及其现实解释

厂商的市场份额决定了其利润率,从而决定了厂商能否在残酷的竞争中生存、增长与发展。而在经济过剩的条件下,消费者的选择决定了厂商的市场份额,货币价格与品牌及品牌信用度决定的选择成本作为消费者选择和购买过程中的局限条件制约和影响着消费者的选择与购买。本文建立起引入品类需求强度系数、价格、选择成本的需求函数,并以此模型解释了厂商市场份额的决定是通过价格机制与品牌机制共同作用而实现的。在理论分析的基础上,对大量的现实进行了解释,在验证该模型的同时,对未来市场竞争及厂商市场份额做出了预测。同时,本文提出了提高厂商市场份额与定价权的＂品类需求强度—品牌信用度＂二维模型,并分别从开发具有较高品类需求强度的品类市场和提高品牌信用度的品牌建设方面给现实中的厂商提供了相应策略。     

信息技术的兼容性分析--以软件业为例

本文以软件业为分析对象，分析了信息技术的兼容性问题，得出以下结论：网络外部性使得顾客安装基础、品牌等在竞争中显得至关重要；不同产品之间实现兼容对消费者是很有利的；在顾客安装基础、品牌等方面较差的企业倾向于与优势企业实现兼容，而优势企业则可能倾向于不兼容；优势企业对兼容性的排斥在市场出现强力竞争对手时表现得较为明显；优势企业在排斥兼容性过程中很可能出现滥用界面著作权或开放标准下的隐含知识产权打击竞争对手的垄断性行为。     

双边市场下大型零售商的竞争策略研究

本文研究双边市场中大型零售商的竞争性策略,大型零售商为双边市场中的平台厂商。研究发现,大型零售商会在竞争初期采用优惠手段吸引大量消费者,以利用交叉网络外部性在市场竞争中占据优势;基于利润最大化的目的,大型零售商会对交叉网络外部性较大的一方,即消费者采取低价策略,而对交叉网络外部性较小的一方,即供应商采取高收费策略。大型零售商收取的通道费和制定的零售加价补偿了其部分服务成本,并进行了市场中外部性的重新分配。     

基于非线性效应的第三方支付平台兼容性研究

本文在设定网络外部性效用为符合梅特卡夫法则的非线性函数条件下，构建双寡头支付平台兼容和不兼容两种情况下的优化模型，探讨双寡头支付平台的兼容性策略选择问题。研究发现，规模对称的双寡头支付平台兼容之后，两家支付平台的利润、消费者效用及社会福利均会增加；银联成立后中国工商银行的银行卡业务利润得以提升也验证了模型结果。建议政府借鉴银联的成功经验，使银联在线成为各支付平台的聚合型平台，提高第三方支付清算系统的效率。     

异质性消费者满意度对绿色产品定价决策的影响分析

考虑消费者对绿色产品价格和绿色度的敏感程度差异， 本文将消费者分为绿色消费者、中性消费者和经济型消费者3 类， 并构建了消费者效用函数与包含制造商、 零售商和消费者的三方动态博弈模型， 分析了消费者异质偏好下效用敏感系数对消费者效用以及厂商定价决策的影响机理。 研究发现：不同类型消费者的满意度存在差异， 表现在绿色消费者的效用水平最高， 经济型消费者满意度最低， 而且当消费者只对价格和绿色度其中的一个变量完全敏感时， 效用水平全部来源于剩余收入， 达到最低水平；从厂商生产角度来看， 绿色消费者是其最优消费群体， 相比较其他类型消费者， 满足绿色消费者的偏好需求可以实现更高的利润水平， 此时产品价格较低而且绿色度水平较高， 更好的实现供应链三方协调； 通过数值仿真得到向后弯曲的利润——效用曲线， 说明厂商能够在价格和绿色度二者之间进行协调， 并通过引导消费者消费行为， 在保证消费者满意度的前提下， 实现厂商目标。 研究结论充分考虑消费者在供应链生产决策中的作用， 为完善绿色供应链管理体系、 实现供应链协调提供一定的指导， 对绿色发展过程中实现消费者、 厂商共赢提供了理论依据。     

The timing of product introduction and the credibility of compatibility decisions

We analyze the compatibility choices of two firms which must also decide when to introduce their goods in a market characterized by network externalities. We show that the firms' incentives to achieve compatibility depend crucially on the time at which the degree of compatibility must be chosen. This raises the possibility of time inconsistencies, as a firm which initially favors compatibility might prefer incompatibility once one of the two goods has been introduced. We also determine the socially optimal standardization policies, both in a domestic and in an international context.     

The Role of Resource Access, Market Considerations, and the Nature of Innovation in Pursuit of Standards in the New Product Development Process

Standards influence new product development (NPD) in high‐technology markets. However, existing work on standards has focused exclusively on one aspect of standards—compatibility standards. This article has the following goals. First, we delineate the concept of customer interface standards as distinct from compatibility standards. This distinction is important from a product development and technology adoption perspective. Second, we propose and show that antecedent factors may motivate a firm differently about the emphasis that the firm should put on a type of standard (compatibility or customer interface) that it follows. For example, we propose that appropriability regime affects pursuit of customer interface standards and compatibility standards differently. Finally, we illustrate how resource access and the nature of the innovation also influence a firm's decision to pursue a standard type. Finally, we propose that pursuit of different standards (customer interface or compatibility) affects the NPD process in terms of (1) sourcing and dissemination of technology and (2) the customer utility for the product, which influences adoption. We collected perceptual data from a sample of marketing and technology managers in high‐tech industries in the UK using both formative and reflective scales to measure the constructs. Analysis of the data using LISREL supports our contention that compatibility standards and customer interface standards are distinct constructs and that appropriability regime influences compatibility standards and customer interface standards differently. We also find that pursuit of compatibility standards helps a firm to create direct externalities pursuit of customer interface standards helps firms to develop indirect network externalities and technological advantage in the market. Our findings have the following implications. First, managers need to account explicitly for the difference between compatibility and customer interface standards, as resource allocation decisions during the NPD process will determine where a firm puts more focus. The choices made by the firm—as to whether it pursues compatibility standards or customer interface standards—will determine the type of advantage that it can gain in the market. Given a firm's situation at a point in time, a greater focus on one standard type rather than the other may be the right approach. Such choices will influence resource allocation in the product development process.     

Types of firms generating network externalities and MNCs' co‐location decisions

This study identifies and examines sources of network externalities that influence MNCs to agglomerate their foreign operations in specific regions. Using data for Korean firms that invested in China, this study found that network externalities were sensitive to the types of firms constituting a regional network. It also found stronger network externalities within firms than across firms, from firms of the same nationality than from those of different nationalities, and from firms in the same industry than from those of different industries. As we defined the types of firms more precisely, distinctive curvilinear relationships between network externalities and the likelihood of co‐location emerged. Copyright © 2005 John Wiley & Sons, Ltd.     

Performance feedback and supplier selection: A perspective from the behavioral theory of the firm

Drawing upon the behavioral theory of the firm, this study explores the behavioral antecedent of buying firms' decisions in supplier selection through relational referrals, beyond the predominant argument from relational network theory. Centering on the risk and uncertainty of searching for new suppliers, this study attempts to integrate the behavioral theory and relational network theory in explaining buying firms' supplier selection. Data from 112 Chinese manufacturing firms were used to test the hypotheses. The results suggest that performance feedback triggers buying firms' decision on the extent of reliance on relational referrals to select suppliers. Outperforming firms are more likely to use relational network to select suppliers while underperforming firms are less likely to use. This relationship will be strengthened when the intensity of market competition and specific investment in buyer-supplier relationship are high.     

模块化网络运营对竞争性市场效率的影响——兼析网络规则与市场规则下市场效率的变化

通过研究,模块化网络运营对竞争性市场效率的影响主要表现为:在短期内,模块化网络运营具有市场垄断能力和降低竞争性市场效率效应;从长期看,模块化网络将按照市场运行规则运营,并可促进竞争性市场效率的提高。研究结果还表明,网络规则与市场规则的互为转化将使竞争性市场效率呈现出不同态势:当市场运行规则转化为网络运营规则时,竞争性市场效率将降低;当网络运营规则转化为市场运行规则时,竞争性市场效率将提高。这一结论也印证了模块化网络运营与竞争性市场效率的动态变化联系。     

The impact of technology advancement strategies on consumers' patronage decisions

Among the many factors that encourage return patronage of incumbent technology, two that have received scholarly attention in other contexts are network externalities and switching costs. However, the roles of network externalities and switching costs in encouraging return patronage of technology have not yet been subjected to rigorous empirical testing. Furthermore, no examination has been conducted of the degree to which these factors play a role in the success or failure of corporate technology advancement strategies designed to encourage return patronage. In this context, we propose a systematic framework to explore the nature of the links between technology advancement strategies and consumer technology patronage via network externalities and switching costs. Based on consumer survey data from South Korea, we find empirical support for the link between technology advancement strategies and consumers' technology patronage. Specifically, both network externalities and switching costs are found to be positively associated with technology patronage. According to this study, consumers value compatibility because it gives them access to a larger network. Further, compatibility strategy is associated with the costs involved in switching away from incumbent technology because of an abundant or varied supply of complementary goods. The results also show that preannouncement is a key marketing strategy to achieve favorable expectations and to retain the patronage of current technology users. © 2002 Elsevier Science Inc. All rights reserved.     

The Estimation of a Cusp Model to Describe the Adoption of Word for Windows*

This article revisits earlier work in this journal by Paul Herbig (1991) that proposed a catastrophe model of industrial product adoption under certain conditions. Catastrophe models are useful for modeling situations where organizations can exhibit both smooth and abrupt adoption behavior. It extends Herbig's work by focusing on organizations' adoption of new products when network externalities are an important part of the decision process, and it presents an empirical estimation of the model. Network externalities occur when firms do not want to adopt a new innovation or product unless other firms do. The reason is that they do not want to end up with an innovation that ends up not being a standard of some sort. Mistakes of this nature can be costly as the firm must invest twice and loses time relative to competitors who have not made such a mistake. However, when such externalities exist, for example with regard to technological adoptions, then normal diffusion gives way to sudden discontinuous shifts as all firms seemingly act together an move to a new technology. Since, technology is an area where the authors expect network externalities to exist, that is the focus of this article. The specific application is developed from two sets of panel data on the organizational adoptions of Microsoft's (MS) Word for Windows software by organizations that previously were using either Word for DOS or Word for Macintosh (Mac). The theoretical framework for the analysis is based on work in the economics literature on network externalities. However, the organization and new product development catastrophe model comes primarily from Herbig (1991) . The article focuses on an area of organizational adoption where relatively little empirical research has been done, namely organizational adoption “for use.” Longitudinal data provided by Techtel Corporation is used to develop the estimations. Results of the empirical analysis are consistent with the theoretical framework suggested in Herbig's article and in those found in economics and catastrophe theory literatures. This lends clear support to the idea that organizations will adopt a bandwagon‐type behavior when network externalities are present. It further suggests that in such markets, the standard S‐shaped diffusion curve is not an appropriate model for examining organizational behavior. From a managerial perspective, it means that buyers and sellers may face nonstandard diffusion curves. Instead of S‐shaped curves, the actual curves have a break or rift where sales end, and there is a sudden shift to a new product that is relatively high very early on. Clearly, for new product development (NPD), it suggest that organizations' “for‐use” purchases may be similar to regular consumers and may change rapidly from one product to another almost instantly, as in the case of the switch from vinyl records to compact discs (CDs). From an old product seller's viewpoint, the market is here today and gone tomorrow, while for the new seller it is a sudden deluge of sales requests. To put it in more everyday terms, sudden changes in adoption behavior are a September 11‐type experience for the market. It is the day the world changes.     

Cannibalization and option value effects of secondary markets: Evidence from the US concert industry

We examine how reducing search frictions in secondary markets affects the value appropriated by firms in primary markets. We characterize two effects on primary‐market firms caused by intermediaries entering secondary markets: the “cannibalization” and “option value” effects. Separation between primary and secondary markets can drive which of the two effects dominates. Firms selling valuable and scarce products are more likely to have separate primary and secondary markets, and will therefore appropriate more value when secondary markets thicken. Firms selling products that are not valuable and scarce will be hurt. Further, we hypothesize that firms have incentives to engineer scarcity by limiting supply when secondary markets thicken to separate primary and secondary markets. We find support for these hypotheses in the U.S. concert ticket industry. Copyright © 2014 John Wiley & Sons, Ltd.     

Endogenous Network Formation in Patent Contests And Its Role as A Barrier to Entry

In a setting of R&D competition, we study how collaboration affects strategic decisions during a patent contest, and how the latter influences the collaboration network structures the firms can form. We use an all pay auction approach to endogenize both network formation and R&D intensities, and to take heterogeneous and private valuations for patents into account. We find that the complete network is not always the only pairwise stable one. The other stable networks have the realistic property that some firms drop out of the contest. Thus, ‘weak’ cooperation can serve as a barrier to entry on the market for innovation.