Creating marketing strategies in new technology markets: A study of the expert system industry

Technological innovation is widely recognized as a major factor influencing competitiveness. This is particularly true i n turbulent and dynamic IT markets. Consequently, the effective strategic management of technological innovation by companies is one route to securing their survival and growth. The focus of the research presented is the evolution of marketing strategies by innovators facing diverse competitive challenges in the expert system market. The study examined the role of strategic marketing i n the commercial exploitation of technology and how this role changes, especially after market launch. What was interesting urm the extent to which suppliers were not only designing new technologies but also creating business applications for the new technology. The acquisition of market know-how to devise end-,user applications was a vital ingredient i n securing a competitive advantage.     

基于领先市场视角的战略性新兴产业发展路径

分析了战略性新兴产业的内涵和关键成功因素,探讨了领先市场对战略性新兴产业竞争优势的影响。根据产业技术能力和领先市场潜力的不同,归纳了战略性新兴产业发展的四类路径。最后提出了在领先市场视角下促进战略性新兴产业发展的政策措施。研究认为,加快培育领先市场角色、通过技术与市场的互动形成主导设计、促进创新的全球扩散,有助于一个国家或地区的战略性新兴产业在国际竞争中掌握战略主动权。     

基于中小企业角度：非股权战略联盟中不合作行为的成因与对策

随着市场竞争环境的变化,战略联盟成为中小企业提升竞争力的重要工具。中小企业技术、资金、管理、人才、市场网络等方面的实力相对较弱,实施战略联盟有利于中小企业充分发挥特长,整合资源,扬长避短,进行优势互补,建立起自己的竞争优势,从而获得较好的发展,这具有不同于大企业的特殊意义,但参与联盟也有联盟成员不合作的风险。中小企业盼实力及未来发展的需要决定了应尽量采用非股权联盟的形式,非股权联盟中不合作行为主要有投机、“要挟”和背叛三种。中小企业应通过分析不合作行为的深层原因、提高核心能力、加强沟通、建立联盟内的中小企业问次级联盟、建立社会资本等措施来减少不合作行为;政府还要推动诚信社会的建设,大力培育促进中小企业合作成长的环境。     

战略学习能力对竞争优势的影响——双元创新的中介作用与环境动态性的调节效应

战略学习与双元创新已成为企业获取竞争优势的重要途径，但学术界对其作用机理的揭示尚不明确。基于245份中国科技型企业样本数据，探讨战略学习能力对竞争优势的影响，重点分析双元创新在战略学习能力与竞争优势间的中介作用，以及环境动态性对变量间关系的调节效应。结果表明：战略学习能力对双元创新具有显著正向影响，双元创新显著正向影响竞争优势，双元创新在战略学习能力与竞争优势间具有显著中介效应；此外，环境动态性显著负向调节战略学习能力与利用式创新的关系，但对战略学习能力与探索式创新的调节效应不显著；双元创新在战略学习能力与竞争优势间的中介作用受环境动态性的显著调节。研究结论有助于拓展战略学习能力、双元创新及竞争优势理论，促进中国转型经济情境下科技型企业培育，对企业增强竞争优势具有一定启示意义。     

Is small really beautiful? A review of the concept of niches in innovation

This article reviews the concept of innovation niches through three categories: strategic niche management (SNM), specialised markets and niches formed as a technology declines. In the literature, innovation niches generate interest from both innovation and marketing perspectives. This review focuses predominately on the former from which the niche types have been adopted and analysed. Mostly, contributions since 1980 have been included, representing the period of academic interest in innovative small firms, while both temporal and locational filters were applied to the study. It is noted that SNM has been proposed as a means to protect potentially useful innovations from full market competition, while specialist niches supply technologies to few customers in more stable environments. Incumbent technologies at the stage of decline may also retreat to niches where they can still remain competitive. Finally, it is suggested that further research on innovation niches would extend our understanding of technology dynamics.     

后发企业营销能力对颠覆性创新的影响机制

颠覆性创新逐渐成为后发企业的一种重要战略选择。基于动态能力理论，探讨后发企业由内而外和由外而内两种战略导向下营销能力对颠覆性创新的影响机制，构建营销能力以组织敏捷性为中介影响颠覆性创新的研究模型，进一步分析后发企业认知合法性的调节作用。以中小型科技创新企业为调研对象，并对191份有效问卷进行实证检验发现：后发企业由外而内营销能力对组织敏捷性具有显著正向影响，由内而外营销能力对组织敏捷性存在倒U型影响；组织敏捷性在由内而外和由外而内营销能力与颠覆性创新间发挥了部分中介作用；认知合法性正向调节了由外而内营销能力与组织敏捷性间的关系。     

Marketing and r&d strategies for biotechnology firms in the usa

This pape reports on a survey of 64 biotechnology firms in the USA about their R&D strategy, marketing focud and sources of technology. The survey explored the interrelationships among the strategic issues and how they were related with the means of appropriating R&D results. Three stralegic clusters for technology acquisitin emerged from the data: (i) internal developer, (ii) joint developer, and (iii) cooperative financed. Three marketing clusters were: (i) market penetartor, (ii) innovative marketer, and (iii) market developer. The R&D clusters were: (i) defensive strategy, (ii) aggressive strategy, and (iii) research-intensive strategy. External sources of technology appeared to be predominant among thje various firms and apparently marketing strategy and source of technology had no significant relationship. Most of the firms were involved with commercial innovation in their R&D strategy and few were research specialists. Innovative firms were inclined to depend on external sources sources of technology. Issues related to appropriability of R&D results for the different groups have been examined for their implications for public policy.     

Marketing and r&d strategies for biotechnology firms in the usa

This pape reports on a survey of 64 biotechnology firms in the USA about their R&D strategy, marketing focud and sources of technology. The survey explored the interrelationships among the strategic issues and how they were related with the means of appropriating R&D results. Three stralegic clusters for technology acquisitin emerged from the data: (i) internal developer, (ii) joint developer, and (iii) cooperative financed. Three marketing clusters were: (i) market penetartor, (ii) innovative marketer, and (iii) market developer. The R&D clusters were: (i) defensive strategy, (ii) aggressive strategy, and (iii) research-intensive strategy. External sources of technology appeared to be predominant among thje various firms and apparently marketing strategy and source of technology had no significant relationship. Most of the firms were involved with commercial innovation in their R&D strategy and few were research specialists. Innovative firms were inclined to depend on external sources sources of technology. Issues related to appropriability of R&D results for the different groups have been examined for their implications for public policy.     

基于“结构—动力—绩效”视角的战略性新兴产业协同创新——以日本新能源汽车产业为例

多主体协同创新是促进产业发展进步的关键,提出战略性新兴产业协同创新的“结构—动力—绩效”分析框架,在结构上主要对战略性新兴产业协同创新中的高校、核心企业、政府、金融、中介、上游企业、市场及用户等主体进行分析;从新技术驱动力、政府支持力、中介和上游企业支撑力、金融提升力以及市场需求拉力方面,分析战略性新兴产业发展动力因素;从专利占比、产品销售量及市场占有率等因素分析战略性新兴产业绩效。最后,以日本新能源汽车产业为例进行研究,结果表明,“结构—动力—绩效”框架对战略性新兴产业多主体协同创新具有借鉴意义。在此基础上,提出我国战略性新兴产业发展对策和建议,以期为中国战略性新兴产业协同创新发展提供方向。     

Incumbents as disruptor and their disruptive behaviour enabling disruptive innovation: case study of high performance and low cost CPU and foundry market

ABSTRACT

The ability and role of incumbents to enable and sustain disruptive innovation is underestimated so far, compared with new entrants. Thus, this research aimed to observe incumbents’ role as a disruptor and their disruptive behaviours to enable disruptive innovation in different market segments. Based on two case studies of CPU and foundry markets, it was observed that incumbents enabled disruptive innovation by adjusting disruptive window in the context of performance trajectories and discontinuous time, and they sustained their market leadership by having advantages through continuous cost reduction and accumulated technological knowledge in high performance and low cost market. This study has extended the theory of disruptive innovation by including incumbents’ role and their disruptive behaviours and has practical implications as well for incumbents and new entrants to establish competitive technology strategy at the organisation as well as national level.     

新产品预告中的反垄断问题

在传统的营销学研究中,预告往往被当作一种营销手段,配合新产品的推出和市场推广。随着信息技术的飞速发展,新产品预告作为信号传递方式,逐渐成为企业遏制市场进入或鼓励合作的一种竞争策略。通过梳理博弈论框架下把新产品预告作为竞争策略的相关研究,着重介绍“雾件”竞争的福利效应及其对反垄断的意义与启示。     

组织惯例更新触发因素与影响效应——基于先动型市场导向和可持续竞争优势视角

组织惯例更新是企业进行组织优化和迭代以适应外部动态环境的重要途径，基于组织学习理论和动态能力理论，构建先动型市场导向—组织学习—组织惯例更新—动态能力—可持续竞争优势研究框架，探讨组织惯例更新触发因素与影响效应。通过对191家科技型企业进行问卷调研发现：①先动型市场导向显著正向影响组织惯例更新，组织学习在先动型市场导向与组织惯例更新之间起部分中介作用；②组织惯例更新显著正向影响企业可持续竞争优势，动态能力在组织惯例更新与可持续竞争优势之间发挥完全中介作用。研究结论有助于厘清组织惯例更新触发因素、丰富组织惯例更新结果研究，并对企业建立可持续竞争优势具有一定指导意义。     

战略联盟伙伴搜索、战略柔性与突破性创新的关系研究

战略联盟伙伴搜索打破了搜寻范围与知识结构对企业技术发展轨迹的束缚,是企业赢得竞争优势的重要来源。结合创新搜索理论和资源基础观,构建了战略联盟伙伴搜索、战略柔性与突破性创新的理论模型,研究发现:战略联盟伙伴搜索的不同维度对企业突破性创新均有显著正向影响;战略柔性对企业突破性创新有显著正向影响;战略柔性在战略联盟伙伴搜索和企业突破性创新之间起中介作用。     

突破性技术创新的非线性与非连续性演化——以智能驾驶汽车为例

通过对突破性技术创新进行理论溯源,提炼了突破性技术创新的技术轨迹和价值实现路径。采取案例研究方法,以谷歌与丰田为案例对象,以智能驾驶汽车作为突破性技术创新的例子,从技术维度与市场维度剖析了智能驾驶技术的发展历程。研究发现:突破性技术创新起步于新技术和新市场,能为客户创造新的市场需求、科学问题解决方案;突破性技术创新具有非线性、非连续性的发展特征,突破性技术创新并不是某一特定节点的技术或产品,而是时间维度上技术或产品功能不断完善及演进的结果;企业在进行突破性技术创新时,会根据自身的资源基础、产业链中的竞争地位以及市场反馈建立与在位企业迥异的发展模式。     

Innovation Process 'Fuel Cell Vehicle': What Strategy Promises to be Most Successful?

Many car manufacturers recognize fuel cell vehicles as future substitutes for conventional cars with internal combustion engines. According to press releases and brochures, different strategic approaches of the automobile companies to fuel cell technology can be identified. These strategies match to a high degree the market entry strategies known from strategic marketing literature. A system dynamics model that reflects the beginning innovation process and the strategic approaches of a pioneer (first to market), an early follower (early to market) and a late follower (late to market) has been built. It examines the future prospects of the car manufacturers' strategies in three different scenarios, which illuminate possible future developments of external influences like politics or fuel infrastructure.     

知识基础对高新技术企业创新意愿的影响研究——知识场活性的调节效应与市场感知能力的中介效应

基于311家高新技术企业调研问卷，利用层次回归模型，研究知识基础对高新技术企业创新意愿的影响，以及知识场活性、市场感知能力在二者关系中扮演的调节和中介作用。结果表明：知识基深度和知识基宽度对高新技术企业创新意愿均产生促进作用，知识场活性增强了知识基础对高新技术企业创新意愿的正向影响，市场感知能力在知识基础与高新技术企业创新意愿的关系中发挥部分中介作用。研究结论对于厘清不同维度知识基础对高新技术企业创新意愿的影响机制具有理论意义，同时，对高新技术企业主动激发创新意愿具有实践启示意义。     

Foresight in innovation policy: Shared visions for a science park and business–university links in a city region

Many car manufacturers recognize fuel cell vehicles as future substitutes for conventional cars with internal combustion engines. According to press releases and brochures, different strategic approaches of the automobile companies to fuel cell technology can be identified. These strategies match to a high degree the market entry strategies known from strategic marketing literature. A system dynamics model that reflects the beginning innovation process and the strategic approaches of a pioneer (first to market), an early follower (early to market) and a late follower (late to market) has been built. It examines the future prospects of the car manufacturers’ strategies in three different scenarios, which illuminate possible future developments of external influences like politics or fuel infrastructure.     

韩国促进科技与金融结合的政策措施

韩国建立的致力于科技创新的金融支援体系,为创新经济、培育战略性新兴产业、应对金融危机等发挥了重要作用。长期以来,韩国陆续建立了各种金融资金支援制度,如,金融支援制度、租税支援制度、新技术产品市场支援制度等,大力发展创业风险投资和科技资本市场,使得科技与金融呈现出一种互利互动的关系,成为提高科技创新能力的基础和保障,韩国的高新技术产业乃至整体社会经济由此实现了持续快速增长。     

团队跨边界行为与新产品开发绩效：设计创新能力的中介效应

设计驱动创新逐渐成为企业竞争中除市场创新和技术创新之外的第三种致胜方式，设计创新能力较强企业往往在市场上占据独特优势地位。基于团队学习理论，构建一个“行为-能力-绩效”双调节模型，探讨团队跨边界行为对于新产品开发绩效的作用机制和边界条件。结果表明：①团队跨边界行为对新产品开发绩效具有正向影响；②设计创新能力在跨边界行为对新产品开发绩效间起中介作用；③团队知识共享在跨边界行为和设计创新能力间起调节作用，团队知识共享越强，跨边界行为对创新设计能力的正向影响越大；④团队监督在设计创新能力与新产品开发绩效间起到调节作用，团队监督越强，设计创新能力对新产品开发绩效的正向影响越大。     

企业竞争优势、战略选择与业绩增长模型——基于我国高科技天生全球化企业的跨案例研究

针对我国高科技天生全球化企业的竞争优势、战略选择与业绩增长间的关系进行了跨案例研究。指出:此类企业在发展初期的竞争优势主要表现在技术创新、网络关系、品牌声誉和信息化四个方面;这些竞争优势决定了企业采取差异化和集聚两种竞争战略,在业务层面具体表现为技术领先、以B2B营销模式为主、以ODM品牌模式为主和采用多种类型的国际化方式;企业的竞争战略反过来促进其竞争优势的提升;业绩增长是竞争优势和竞争战略共同作用的结果。