通过对先进入者的原始产品进行模仿创新,后进入者推出了模仿创新产品,这吸引了跨期选择购买时机以及产品类型的战略顾客,从而威胁了先进入者的领导地位。面对这种威胁,文中研究了先进入者采用产品升级策略的有效性,其中,对于整体化升级策略,先进入者能以等性价比、递增性价比、递减性价比等三种路径推出升级产品;而对于模块化升级策略,先进入者只能以递增性价比路径推出显性升级产品。结论表明:对于整体化升级策略,递减性价比升级路径更有助于先进入者在市场份额与利润方面保持持续领导地位;对于模块化升级策略,较高的模块化程度更能维护先进入者在市场份额方面的竞争优势,但对维护利润方面的竞争优势的潜在价值较低。
Entrants imitating incumbent's original product improve quality of original product and introduce imitating innovative product, which attracts strategic consumers who rationally choose purchase timing and types. This erodes incumbent's leadership. Hence, faced with this threat, value of integral and modular upgrade strategies adopted by incumbent is studied, where in former strategy, the incumbent could introduce upgraded version via equivalent, increasing or decreasing performance price ratio path, whereas in latter strategy, incumbent could only introduce upgraded version via increasing performance price ratio path. Our conclusions show that for integral upgrade strategy, decreasing performance price ratio path could strengthen incumbent first-mover advantage in respect to market share and expected profits; For modular upgrade strategy, higher product modularity has more positive effects on incumbent maintaining leadership on market share, but have less valuable to incumbent maintaining expected profits advantages.
[1] Ethiraj S, Zhu D. Performance effects of imitative entry[J]. Strategic Management Journal, 2008, 29(8):797-817.
[2] Mccann B, Vroom G. Pricing response to entry and agglomeration effects[J]. Strategic Management Journal, 2010, 31(3):284-305.
[3] Hoppe H, Lee I. Entry deterrence and innovation in durable-goods monopoly[J]. European Economic Review, 2003, 47(6):1011-1036.
[4] Sun Jiong, Debo L G, Kekre S, et al. Component-based technology transfer in the presence of potential imitators[J]. Management Science, 2010, 56(3):536-552.
[5] Plambeck E, Wang Qiong. Effects of e-waste regulation on new product introduction[J]. Management Science, 2009, 55(3):333-347.
[6] Krishnan V, Ramachandran K. Integrated product architecture and pricing for managing sequential innovation[J]. Management Science, 2011, 57(11):2040-2053.
[7] Gómez J. Maícas J. Do switching costs mediate the relationship between entry timing and performance?[J]. Strategic Management Journal, 2011, 32(12):1251-1269.
[8] Seamans R. Fighting city hall:Entry deterrence and technology upgrades in cable TV markets[J]. Management Science, 2012, 58(3):461-475.
[9] Liu Qian, van Ryzin G J. Strategic capacity rationing to induce early purchases[J]. Management Science, 2008, 54(6):1115-1131.
[10] 刘晓峰,黄沛.基于策略性消费者的最优动态定价与库存决策[J].管理科学学报, 2009, 12(5):18-26.
[11] 徐贤浩,陈雯,彭红雯.基于策略消费者行为和市场细分的联合定价库存策略[J].中国管理科学, 2012, 20(6):78-86.
[12] Jerath K, Netessine S, Veeraraghavan S. Revenue management with strategic customers:Last minute selling and opaque selling[J]. Management Science, 2010, 56(3):430-448.
[13] Levin Y, McGill J, Nediak M. Dynamic pricing in the presence of strategic consumers and oligopolistic competition[J]. Management Science, 2009, 55(1):32-46.
[14] Liu Qian, Zhang Dan. Dynamic pricing competition with strategic customers under vertical product differentiation[J]. Management Science, 2012,59(1):84-101.
[15] Bhaskaran S, Goel A, Ramachandran K. Managing product transitions under technology uncertainty[R]. Working paper, Southern Methodist University, 2011.
[16] Vlkü S, Schmidt G. Matching product architecture and supply chain configuration[J]. Production and Operations Management, 2011, 20(1):16-31.
[17] Swinney R, Cachon G, Netessine S. The timing of capacity investment by start-ups and established firms in new markets[J]. Management Science, 2011, 57(4):763-777.
[18] Muth J. Rational expectations and the theory of price movements[J]. Econometrica, 1961, 29(3):315-335.
[19] Porteus E, Shin H, Tunca T. Feasting on leftovers:Strategic use of shortages in price competition among differentiated products[J]. Manufacturing and Service Operation Management, 2010, 12(1):140-161.
[20] Bohlman J D, Golder P N, Mitra D. Deconstructing the pioneer's advantage:Examining vintage effects and consumer valuations of quality[J]. Management Science, 2002, 48(9):1175-1195.
