網路外部性下使既有基礎崩解的策略

Installed Base Collapsing Strategies with Network Externalities

10.6504/JOM.2003.20.05.01

蔣明晃(David M. Chiang)；鄧景宜(David C. Teng)

技術策略 ； 定價 ； 決策分析 ； 網路外部性 ； Technology Strategies ； Pricing ； Decision Analysis ； Network Externalities

管理學報

20卷5期（2003 / 10 / 01）

829 - 857

繁體中文

過去網路外部性的文獻多採用社會福利的角度，討論網路外部性帶給市場的無效率與矯正的方法，較少由個別企業的角度來分析技術競爭的策略。本文的貢獻在於提供數種策略，使挑戰者在具有網路外部性的穩定市場之下，也能使在位者的既有基礎發生崩解，可用來解釋新技術在具有網路外部性的技術競爭中能夠勝過舊技術的現象。首先本文提出兩種局部挖角顧客的策略，依照挖角對象、系統參數的不同來比較兩種策略的效果。最後，本研究也分析了使在位者顧客效用門檻平移提高與旋轉提高對既有基礎的影響，以提供挑戰者決策的參考。

The past literature of network externalities largely focused on social welfare issues and most of them discussed about the inefficiency caused by network externalities and the way to recover the social optimality only. Few researches analyzed the technology competition strategies from the point of view. The contribution of this paper is to offer two strategies to collapse the incumbent’ installed base in the stable market network externalities. The strategies can be used to explain the phenomenon that the new technology can win over existing leading technology in technology competitions. In addition, two effects of shifting and rotating incumbent’s installed base are further analyzed to provide the implications for the challenger’s decision making.

1. 蔣明晃 Chiang, David Ming-Huang、鄧景宜 Teng, David C.(2001)。網路外部性下對兩群異質顧客的定價策略之研究 Pricing Strategies with Network Externalities between 2 Groups of Customers。臺大管理論叢 NTU Management Review，12(1)
   連結：
2. Cabral, L. M. B.,Salant, D. J.,Woroch, G. A.(1999).Monopoly Pricing with Network Externalities.International Journal of Industrial Organization,17(2)
3. Choi, J. P.(1994).Network Externality, Compatibility Choice, and Planned Obsolescence.Journal of Industrial Economics,42(2)
4. Choi, J. P.,Thum, M.(1998).Market Structure and the Timing of Technology Adoption with Network Externalities.European Economic Review,42(2)
5. Church, J.,Gandal, N.(1992).Network Effects, Software Provision, and Standardization.Journal of Industrial Economics,40(1)
6. Church, J.,Gandal, N.(1993).Complementary Network Externalities and Technological Adoption.International Journal of Industrial Organization,11(2)
7. D''Aveni, R. A.(1999).Strategic Supremacy Through Disruption and Dominance.Sloan Management Review,40(3)
8. Dhar, R.,Sherman, S. J.(1996).The Effect of Common and Unique Features in Consumer Choice.Journal of Consumer Research,23(3)
9. Farrell, J.,Saloner, G.(1986).Installed base and compatibility: Innovation, product preannouncements, and predation.The American Economic Review,76(5)
10. Farrell, J.,Saloner, G.(1985).Standardization, Compatibility, and Innovation.Rand Journal of Economics,16(1)
11. Ferrier, W. J.,Smith, K. G.,Grimm, C. M.(1999).The Role of Competitive Action in Market Share Erosion and Industry Dethronement: A Study of Industry Leaders and Challengers.Academy of Management Journal,42(4)
12. Katz, M. L.,Shapiro, C.(1992).Product Introduction with Network Externalities.The Journal of Industrial Economics,40(1)
13. Katz, M. L.,Shapiro, C.(1985).Network Externalities, Competition, and Compatibility.The American Economic Review,75(3)
14. Kristiansen, E. G.(1998).R＆D in the Presence of Network Externalities: Timing and Compatibility.Rand Journal of Economics,29(3)
15. Riggins, F. J.,Kriebel, C. H.,Mukhopadhyay, T.(1994).The Growth of Interorganizational Systems in the Presence of Network Externalities.Management Science,40(8)
16. Smith, K. G.,Ferrier, W. J.,Grimm, C. M.(2001).King of the Hill: Dethroning the Industry Leader.Academy of Management Executive,15(2)
17. Witt, U.(1997).'Lock-in' vs. 'Critical Masses' - Industrial Change under Network Externalities.International Journal of Industrial Organization,15(6)
18. Yoffie, D. B.,Kwak, M.(2001).Mastering Strategic Movement at Palm.MIT Sloan Management Review,43(1)
19. 周建富 Chou, Chien-Fu,Shy, O.(1990).Network Effects without Network Externalities.International Journal of Industrial Organization,8(2)

1. 潘彥吟(2012)。由Judo Strategy分析網路平價休閒服飾產業 –以SOFU為例。國立臺灣大學國際企業學系學位論文。2012。1-101。