网络效应新产品实施合作竞争战略的动机和条件

研究了开发网络效应新产品的创新企业实施合作竞争战略的动机和条件,发现网络效应强度、创新产品与模仿产品的质量差异使得创新企业有动机实施合作竞争战略,创新企业和模仿企业的边际成本则决定了模仿企业是否有动机生产模仿产品和愿意进入市场参与竞争。     

信息产业新产品预告战略实施研究

信息产业新产品的网络效应特征使得新产品预告不是简单的信息发布,而是企业可以运用的战略工具,从确定预告目标、选择预告对象和内容、优化预告时间、加强预告过程管理4个维度,实施新产品预告战略。信息产业新产品预告战略的主要目标是向互补产品供应商和潜在采用者发出信号,影响他们的预期。预告对象主要是互补供应商和潜在采用者;产品复杂性、竞争者反应、互补产品的生产周期和客户的采购周期是决定预告时间的主要因素,并提出了提高和改进新产品预告效果的过程管理措施。     

论保险产品创新的战略监控及核心后援系统的完善

在现代保险市场上 ,产品创新如果仅仅是停留在产品设计层面 ,是难以取得成功的。为了实现从产品创新到市场实现的飞跃 ,保险公司必须更为注重产品创新的战略监管及其核心后援。目前 ,在中国产险公司产品创新的战略监控中 ,重点是要建立良好的战略监控模式、有效的战略管控工具、有效的过程控制、有效的战略监控指标体系。而在产品创新战略监控的核心后援上 ,重点应建立和完善执行型文化和客户资源管理体系。     

信息经济下的网络效应

首先以产品的外部性和信息性为准则对网络效应进行了重新界定，将信息性不足的外部正反馈效应定名为集聚效应；接着按照网络形态和用户联结方式的不同将网络效应划分为直接有形网络效应、间接有形网络和间接无形网络效应（硬/软件模式）3种，指出3种网络效应分别对应于信息内容产品（软件）和信息接收产品（硬件）均未商口化、软件商品化以及硬、软化商品化的情形，从而获得了信息经济意义上网络效应的统一分析框架；最后简要分析了网络效应的运行机制。     

跨国公司绿色产品战略对广东的启示

跨国公司不断通过研制新产品获得了持续的竞争优势。本文认为,在全球消费者对健康和环境日益关注的背景下,跨国公司又开始通过绿色产品战略保持在全球市场的竞争优势。绿色产品战略已融入了跨国公司的战略层面;跨国公司实施的绿色产品战略既是品牌成功的基础,也赢得了社会尊重,同时,绿色产品战略也是可持续营销的必然要求。     

平台型企业跨界经营中的跨市场网络效应与颠覆性创新

平台型企业跨界进入新领域并进行颠覆式创新成为互联网时代的一种新趋势。平台企业具有大规模用户资源、跨市场网络效应、先进创新模式等优势，因此其跨界创新行为与传统后发企业创新行为相比有特殊之处。通过建立数理模型进行实证分析，得到如下结论：与传统后发企业类似，在位企业拥有的用户安装基础和产品网络外部性仍是平台企业跨界经营与跨界创新的阻碍；与传统后发企业不同的是，除市场突破战略外，技术创新突破战略也对平台跨界经营和跨界创新具有推动作用；平台企业拥有的大规模用户资源、跨市场网络效应以及先进创新模式均有利于提高其跨界产品创新程度。     

多元化经营模式的演变与协同效应分析

自20世纪60年代起,多元化战略成为风靡全球的经营战略。文章对广泛多元化、均衡多元化、相关多元化和有限多元化等四种多元化模式进行了比较分析,总结提炼了四种模式的特点并揭示了其内在的演变逻辑。文章还探讨了多元化战略协同中的共享效应、互补效应、同步效应和溢出效应,分析了协同效应的内涵及其价值生成途径,最后提出了一个基于开放式创新网络的知识溢出模型。     

营销-制造整合与新产品开发绩效关系实证研究

在文献综述的基础上,探讨营销-制造整合与新产品开发绩效的关系以及新产品上市速度的中介效应,明晰新产品开发不同阶段营销-制造整合对开发绩效的影响机制。利用214家制造企业的调研数据,采用中介效应检验方法对研究假设进行实证检验。分析结果表明,市场分析、技术开发、产品测试和产品商业化阶段的营销-制造整合对新产品上市速度有显著促进作用;新产品上市速度对新产品开发绩效有显著提升作用;新产品上市速度对市场分析和技术开发两个阶段的营销-制造整合与新产品开发绩效关系具有完全中介效应,对产品测试和商业化两个阶段的营销-制造整合与新产品开发绩效关系不具有中介效应。     

营销—制造整合与新产品开发绩效关系实证研究——以新产品上市速度为中介变量

在文献综述的基础上,探讨营销-制造整合与新产品开发绩效的关系以及新产品上市速度的中介效应,明晰新产品开发不同阶段营销-制造整合对开发绩效的影响机制。利用214家制造企业的调研数据,采用中介效应检验方法对研究假设进行实证检验。分析结果表明,市场分析、技术开发、产品测试和产品商业化阶段的营销-制造整合对新产品上市速度有显著促进作用;新产品上市速度对新产品开发绩效有显著提升作用;新产品上市速度对市场分析和技术开发两个阶段的营销-制造整合与新产品开发绩效关系具有完全中介效应,对产品测试和商业化两个阶段的营销-制造整合与新产品开发绩效关系不具有中介效应。     

理性应用品牌延伸策略

品牌延伸是赢得竞争优势的重要战略。但是 ,品牌延伸战略存在诸多风险 ,作出品牌延伸战略要充分考虑品牌核心价值与个性、新老产品的关联度、行业与产品特点、企业的财力与品牌营销能力、企业所处的市场环境与产品的市场容量、市场竞争格局与竞争者的品牌策略、企业发展新产品的目的等因素。在实际使用品牌延伸战略时 ,要充分考虑产品支持、新业务本身的成功和副品牌的使用。     

New product and service launching in new ventures: a multilevel approach to innovation antecedents

Macro-economic policies such as public financing seek to push the development and introduction of innovations; however, entrepreneurs also need support in their ‘day-to-day’ activities to improve their capability to launch innovations. As this micro-level perspective is rarely studied, we analyze both the micro and macro levels by examining the effects of the entrepreneurs’ individual intention to innovate and public financing. Additionally, we include the meso level, representing entrepreneurs’ network. Entrepreneurs are embedded in social spheres in which they capture resources and identify opportunities. But not all entrepreneurs are equally well supported, and some tend to be completely isolated. We thus focus on multilevel factors explaining new product or service launching in new ventures. Drawing on data of 48,251 French new ventures, we reveal that innovation intention and public financing positively impact new ventures’ product and service innovation launching, while entrepreneurs’ isolation has a negative effect. We also highlight two interaction effects that enhance the multilevel effects of innovation antecedents.     

An evolutionary stable strategy for retailers selling complementary goods subject to indirect network externalities

A two-population evolutionary game model is constructed for retailers and used to investigate the effect of indirect network externalities (INEs) and product complementarity on the strategic choice of marketing objective of the retailers. The results show that their strategic choice of marketing objective is correlated with market reservation price (MRP) when the strength of the INE is low. When the MRP is low, the retailers tend to adopt a strategy of profit maximization. As MRP increases, low-cost retailers adopt a strategy of revenue maximization instead of profit maximization to maximize revenue at an earlier stage than high-cost retailers. However, when the strength of the INE is high, retailers only choose a strategy of revenue maximization as their marketing objective. The probability that a retailer uses a revenue maximization strategy increases as the strength of the INE grows, and product complementarity increases, when there is an equilibrium between two pure marketing objective strategies. An optimal preference ratio for retailers may exist when the strength of INE is found to be not large enough. Numerical examples reveal that the degree of preference of retailers to maximize profit is shown to be negatively correlated with both INE and product complementarity. On the other hand, their profits are positively correlated with both of these factors.     

New product launch: herd seeking or herd preventing?

A decision maker offers a new product to a number of potential adopers. He does not know the value of the product, but adopers receive some private information about it. We study how the decision maker may influence learning among adopers by manipulaing the launch sequence when both the decision maker and adopers can learn about the value of the product from previous adoption decisions. The conditions under which the decision maker prefers a sequential launch to a simultaneous launch depend on adopers?? prior beliefs about the value of the product and adoption costs. We derive the decision maker??s optimal launch sequence and study how it endogenizes informational herding.     

虚拟社区中顾客参与对新产品开发绩效的影响——虚拟社会资本的调节作用

基于顾客参与、社会资本等理论,结合虚拟社区特性,研究虚拟社区中社会资本的3个维度对顾客参与和新产品开发绩效的调节作用。结果表明,虚拟社会资本中的结构资本正向调节交互式信息提供和新颖性之间的关系,认知资本负向调节在线参与创造和新颖性之间的关系,关系资本正向调节在线参与创造和上市速度之间的关系,其它则不具备显著调节作用。从理论上丰富了顾客参与对新产品开发绩效的影响机制研究,实践上可为企业通过虚拟社区实现交互式产品创新提供指导。     

Regulators Markets And Standards Coordination: Policy Lessons From Telepoint

Using quarterly data for 56 new ethical-drug products launched between 1989 and 1996, we estimate the coefficients of a regression equation that has cumulative future sales beyond the forecast period as its dependent variable and third-quarter sales, post-launch product improvements and promotional activities, pre-launch product quality and speed to market, and market growth as the independent variables. We find the future success of a new product to be detectable as early as the third quarter after launch, and that while post-launch promotional activities can contribute to that success, if the product has not shown signs of life by the third quarter it is unlikely to do so afterwards. The implication is that being first to the market can contribute to the success of a new drug, as can having the highest-quality drug, though neither being first nor being best is necessary. Rather, a new drug can be both the first and the best in its product category, but if strong signs of success do not appear within nine months after launch, the drug is likely to be fighting a losing uphill battle thereafter, even in a growing market. Or, at least in pharmaceuticals, you get only one bite at the cherry.     

The impact of compatibility on innovation in markets with network effects

ABSTRACT

This article analyses the relationship between compatibility and innovation in markets with network effects using a model of competition with endogenous R&D, commercialization and compatibility. Compatibility is a mutual decision between firms and demand is partially dependent on overall consumption across compatible networks. Incumbent acquisition of an innovation or profit from entry provides entrepreneurs with an incentive for developing technological improvements and entrepreneurs receive greater returns if larger incumbents offer compatibility with their installed base. But for sufficiently weak network effects a large incumbent increases demand for its own product by denying compatibility to rivals. As a result, a credible threat of incompatibility reduces the entrepreneur's reserve to sell an innovation, but can also increase offers from smaller incumbents to acquire the innovation if it also avoids an incompatibility response from a larger incumbent. In response, entrepreneurs adjust their research effort in order to target a favourable compatibility regime that maximizes profit from entry or offers to acquire the innovation from incumbents. This leads to a complex relationship between the strength of network effects, innovation incentives, the entrepreneur's ambition for improvement and potentially disrupting the compatibility regime.     

浅析信息技术产业的网络外部性

网络外部性是指通过网络利用某一种产品或服务的人越多,每一个使用者从该产品或服务中所获得的利益也就越大。信息技术产业是一种典型的具有网络外部性的产业。信息技术产业的网络外部性引导企业进行开放化生产、追求主导业界标准、提供免费数字大餐。面对信息技术产业的网络外部性,本文提出了相应的对策建议。     

多元化企业品牌延伸的相关利益者组合比较研究

从多元化的角度来说，企业的品牌延伸行为就是一种新产品的推出模式。在相关多元化和非相关多元化模式下，企业通过品牌延伸推出新产品会形成不同的相关利益者组合。而现有产品市场企业、延伸产品市场企业、行业内潜在进入者和行业外潜在进入者是构成相关利益者组合的基本企业类型，其中的现有产品市场企业和延伸产品市场企业是延伸企业的现实利益相关者，其行为模式对延伸效果有重要影响。     

Choosing Price or Quantity? The Role of Delegation and Network Externalities in a Mixed Duopoly

This paper considers a differentiated goods managerial mixed duopoly composed of one social welfare‐maximising public firm and one profit‐maximising private firm. We model the firm choice of the strategic contract. We find that when the strength of network effects is sufficiently strong, the price competition can become the unique equilibrium market structure. Furthermore, we show that there exists an area of the degree of product differentiation and the strength of network effects such that the situation wherein the public firm chooses its price contract whereas the private firm chooses its quantity contract can become the unique equilibrium structure.     

Estimating demand function parameters of mobile applications

The vibrant market for mobile applications has raised awareness of several professional and also voluntary software developers. The key question especially for professional developers is how to improve the profit gained with a developed app. Recent research provided evidence on the factors that determine the demand of a mobile app. This paper presents a procedure to estimate demand function parameters that are required for developing pricing, advertising and also product update strategies. More specifically, the procedure estimates an app’s maximal willingness to pay, demand elasticity on price and network value. The procedure is based on the Fulfilled Expectations Cournot Model and requires knowledge about the apps being considered as substitutes to each other. It is applied to a data set consisting of download rank data of Apple iPhone apps.