دانلود رایگان مقاله الزویر در مورد کیفیت ساختار بازار رقابتی مرجع برای بازار نوآوری محور (کلیک کنید)
توضیحات :
وبسایت مکاله اقدام به ارائه پروژه ی ساینس دایرکت با فرمت pdf، از انتشارات الزویر برای رشته بازاریابی، و با عنوان کیفیت ساختار بازار رقابتی مرجع برای بازار نو آوری محور، نموده است.
مشخصات این مقاله :
عنوان مقاله :
Reference quality-based competitive market structure for innovation driven markets
ترجمه فارسی عنوان :
کیفیت ساختار بازار رقابتی مرجع برای بازار نو آوری محور
سال انتشار : 2014
متعلق به مجله یا ژورنال : نشریه بین المللی تحقیقات بازاریابی Intern. J. of Research in Marketing
فرمت: PDF
تعداد صفحات: 13
شماره پروژه: 5067
کلمات کلیدی :
Reference quality, Innovation-driven durable goods, Competitive market structure, Product innovation ,Innovation elasticity
کیفیت مرجع، کالاهای بادوام مبتنی بر نوآوری، ساختار بازار رقابتی، نوآوری محصول، کشش نوآوری
چکیده :
Abstract
Innovation-driven durable goodsmarkets see substantial changes in quality and available choice sets and subsequent changes of the reference quality in the market over time. Considering themulti-attribute characteristics of these goods, it is important for businesses to identify attribute-specific competitive landscapes and develop competitive innovation strategies at the product attribute level. Therefore, this paper proposes a reference-dependent choice model for product quality at the product attribute level that can capture the asymmetric effect of innovation shocks on product demand, i.e., the innovation elasticity of demand, as well as the competitive market structure in product innovation. Moreover, we confirm that there is a certain quality span for a product attribute where the values of products depreciate most significantly due to innovation shocks, which we refer to as the innovation shadow zone. We demonstrate the effectiveness of the proposed approach in developing attributespecific product innovation strategies using U.S. mobile telephone market data.
مقدمه این مقاله :
Introduction
Product innovation is important and rapid in high-tech durable goods markets, such as those for mobile telephones, laptop and desktop computers, and digital cameras, in which companies constantly introduce new, better-quality products and remove older versions. For example, in the electronic chip market, ‘Hwang’s Law,1’ which states that the memory density of electronic chips doubles every year, replaced ‘Moore’s Law,2’ which states that it doubles roughly every two years, in 2002. Due to the nature of rapid innovations in high-tech markets, consumer choice sets in these markets change rapidly, and consumers constantly update their expectations of the standard quality of product attributes. For example, in the desktop computer market, standard CPUs are rapidly replaced by newer versions, e.g., Core Solo by Core Duo; Core 2 Duo; and Core i3, i5, and i7 on an almost annual basis, while the standard capacity of hard disk drives has also improved from 128 G (gigabytes) to 256 G,500 G, 1 T (terabyte), and currently large SSDs (Solid State Drives)3 over the past few years. Additionally, the speed of innovation differs across product attributes, generating heterogeneous consumer preferences for products and creating strategic opportunities for companies. Therefore, due to the multi-attribute characteristics of these innovation-based durable products, it is important for businesses to identify attribute-specific competitive landscapes and develop competitive innovation strategies at the product attribute level. This effort is also advisable fromthe perspective ofmulti-attribute portfoliomanagement because of the distinct impacts of product innovations across different product attributes. Moreover, previous literature suggests that consumers’ choices are mainly influenced by only some key product attributes (Bettman & Park, 1980; Nowlis, Dhar, & Simonson, 2010; Shi,Wedel, & Pieters, 2013).Therefore, in this study, we suggest a newapproach to analyzing competitive market structure at the product attribute level using the concept of reference quality. The reference effects of product attributes have been found to have a significant impact on consumer choice (Kalwani, Yim, Rinne, & Yoshi, 1990; Kalyanaram & Little, 1989; Kalyanaram & Winer, 1995; Lattin & Bucklin, 1989; Mazumdar & Papatla, 2000; Rust, Inman,Jia, & Zahorik, 1999; Rust & Oliver, 2000; Tversky & Kahneman, 1991;Winer, 1986).
توجه :
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توضیحات بیشتر در مورد پروژه :
در این مقاله خواهید خواند که بازار کالاهای بادوام جدید ، تغییرات قابل توجهی از نظر کیفیت و سطح دسترسی در طول زمان پیدا خواهند کرد. ما اثر بخشی روش پیشنهاد شده در زمینه توسعه استراتژی نواوری محصول خاص با استفاده از داده های بازار تلفن همراه ایلات متحده را نشان می دهیم.
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