Anda belum login :: 23 Jul 2025 10:44 WIB
Detail
BukuR&D, Marketing, and the Success of Next-Generation Products (Marketing Science, Vol. 22, No. 3, Summer 2003)
Bibliografi
Author: Ofek, Elie ; Sarvary, Miklos
Topik: High-Technology Marketing; New Product Development; Dynamic Capabilities; Technological Competition; Markov-Perfect Equilibrium
Bahasa: (EN )    
Tahun Terbit: 2003    
Jenis: Article - diterbitkan di jurnal ilmiah internasional
Fulltext: 22.pdf (620.86KB; 2 download)
Abstract
This paper studies dynamic competition in markets characterized by the introduction of
technologically advanced next-generation products. Firms invest in new product effort
in an attempt to attain industry leadership, thus securing high profits and benefiting from
advantages relevant for the success of future product generations. The analysis reveals that
when the current leader possesses higher research and development (R&D)competence, it
tends to invest more in R&D than rivals and to retain its lead position. The leader's investment
exhibits an inverse-U pattern as this advantage increases. In contrast, when the leader
enjoys an advantage that originates from the persistence of reputation, it invests less than
its followers.Now, followers' investment exhibits an inverse-U pattern as reputation advantage
increases. Depending on the extent of leader reputation, industry structure can either
exhibit frequent leadership shifts or prolonged incumbent dominance. The basic framework
is extended to allow investments in additional marketing variables (e.g., advertising). Interestingly,
the leader takes advantage of strong demand for its current product by focusing
more on advertising, whereas the follower expends more on R&D. By shedding light on the
implications of industry position for investment incentives and market evolution, the analysis
provides valuable insights for formulating marketing strategy in fast-paced, high-tech
business environments.
Opini AndaKlik untuk menuliskan opini Anda tentang koleksi ini!

Lihat Sejarah Pengadaan  Konversi Metadata   Kembali
design
 
Process time: 0.109375 second(s)