新產品延期上市與競爭者反應強度關係之研究

Determinants of Magnitude of a Competitor's Reaction to a New Product Introduction Delay

10.6226/NTURM2013.FEB.R11028

顧萱萱(Hsuan-Hsuan Ku)；方儷諭(Li-Yu Fang)

新產品延期上市 ； 行銷溝通 ； 反應強度 ； new product introduction delays ； marketing communications ； reaction magnitude

臺大管理論叢

24卷1期（2013 / 12 / 01）

257 - 283

繁體中文;英文

為爭取市場先機，廠商常於新產品實際上市之前，即發佈預告訊息。然受制於各種內外在因素，新產品恐出現延期情形。面對其他廠商新產品延期上市，競爭者反應強度可能影響延期廠商遭致的負面效應。據此，本研究探討競爭者如何基於發訊者因素、延期產品因素與自身特徵決定反應強度。實證分析對象主要為180家台灣地區電子業製造商，研究結果顯示發訊者市場支配性、發訊信譽、攻擊集中度、預計延期時間長短、延期理由、競爭者市場支配性、產品創新能力與產能可利用率是決定競爭反應強度的主要原因。

For benefiting from the advantages of being the first in the market, many companies deliberately release information about a product well in advance of the product actual introduction. However, very often we see how companies fail to deliver their new products on the promised introduction due dates. The negative consequences that a firm, which is delaying a new product introduction, suffers may depend in part on the magnitude of competitors' responses. On this ground, our interest lies in examining the determinants of magnitude of a firm's reaction to a new product introduction delay. An empirical analysis based on 180 manufacturers of electronics industries in Taiwan showed that reaction magnitude can be jointly explained by factors that are sender related (market dominance and signaling reputation), product related (centrality of attack, expected duration of delay, and controllability of the delay), and receiver related (market dominance, product innovation ability, and capacity utilization).

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