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Increasing returns: Competing for customers in the global market

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  • Vandermerwe, Sandra

Abstract

This paper discusses emerging, increasing returns notions, comparing it to the diminishing returns model of the industrial era, with the consequent implications for the global manager. Increasing returns, it is argued, comes from a different set of management premises: capitalising on the time value of individual customers in new "market spaces", rather than from making and moving more "things" in traditional product/market categories; leveraging intangibles, abundant and infinite, which increasingly deliver the value to customers; and sharing markets, resources and technologies with others in new "competitive spaces", rather than adopting proprietary behaviour, in order to get critical market mass and lock in. These premises, if consciously managed and translated into strategy, the paper argues, lead to an accumulating advantage and disproportionate returns for corporations.

Suggested Citation

  • Vandermerwe, Sandra, 1997. "Increasing returns: Competing for customers in the global market," Journal of World Business, Elsevier, vol. 32(4), pages 333-350, January.
    • Handle: RePEc:eee:worbus:v:32:y:1997:i:4:p:333-350
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    References listed on IDEAS

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    1. Romer, Paul M, 1986. "Increasing Returns and Long-run Growth," Journal of Political Economy, University of Chicago Press, vol. 94(5), pages 1002-1037, October.
    2. Romer, Paul, 1993. "Idea gaps and object gaps in economic development," Journal of Monetary Economics, Elsevier, vol. 32(3), pages 543-573, December.
    3. Arthur, W Brian, 1989. "Competing Technologies, Increasing Returns, and Lock-In by Historical Events," Economic Journal, Royal Economic Society, vol. 99(394), pages 116-131, March.
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