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Produktdiffusion in TIMES-Märkten: Innovation, Kompatibilität und Timing bei Netzeffektgütern

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  • Kölln, Volker
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    Abstract

    Güter in Hochtechnologiemärkten der Telekommunikation, Informationstechnologie, Multimedia, E-Commerce und Software, den sogenannten TIMES-Märkten, sind im Besonderen von Netzeffekten betroffen. Netzeffekte liegen vor, wenn der Produktnutzen bei einem Gut mit der Anzahl der Konsumenten, die dieses Produkt auch kaufen und nutzen, ansteigt. Somit liegen positive Skaleneffekte auf der Nachfragerseite vor und die Nachfrage nach diesem Gut ist abhängig von der Anzahl der Produktanwender (Netzwerk). Hierbei ist eine zunehmende Konvergenz und Verknüpfung im Hinblick auf Technologie- und Marktentwicklung der betroffenen Branchen zu beobachten. Bei Netzeffektgütern tendiert die Entwicklung zu dominanten Marktpositionen (z.B. Microsoft bei PC-Betriebssystemen). Bei TIMES-Hochtechnologiegütern kann die Anzahl bestehender Kunden somit eine kritische Ressource für die Schaffung und Erhaltung einer Markteintrittsbarriere darstellen. In dieser Arbeit soll diskutiert werden, welche Faktoren in diesem sehr dynamischen Marktumfeld dazu führen, dass Netzeffekte sich zu einer kritischen Ressource für ein Unternehmen entwickeln. Aber auch, durch welche Faktoren nachfolgende Wettbewerber eine Markteintrittsbarriere eines bestehenden Anbieters durchbrechen können. Hierbei sollen die strategischen Instrumente der Produkttechnologieinnovation, der technologischen Kompatibilität zwischen unterschiedlichen Technologiegenerationen und das Timing bezogen auf optimale Marktzutrittszeitpunkte näher beleuchtet werden. --

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    Bibliographic Info

    Paper provided by Department of Technology and Innovation Management (TIM), Philipps-University Marburg in its series Discussion Papers on Strategy and Innovation with number 11-01.

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    Date of creation: 2011
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    Handle: RePEc:zbw:martim:1101

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    Postal: Universitätsstraße 25, 35037 Marburg
    Web page: http://www.uni-marburg.de/fb02/bwl01/index_html-en
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    Keywords: Netzwerkeffekte; Kompatibilität; Technologieinnovation; Markteintrittsbarriere;

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    1. Berg, Sanford V, 1989. "The Production of Compatibility: Technical Standards as Collective Goods," Kyklos, Wiley Blackwell, Wiley Blackwell, vol. 42(3), pages 361-83.
    2. Katz, Michael L & Shapiro, Carl, 1986. "Technology Adoption in the Presence of Network Externalities," Journal of Political Economy, University of Chicago Press, University of Chicago Press, vol. 94(4), pages 822-41, August.
    3. Dybvig, Philip H. & Spatt, Chester S., 1983. "Adoption externalities as public goods," Journal of Public Economics, Elsevier, Elsevier, vol. 20(2), pages 231-247, March.
    4. Cowan, Robin, 1988. "Nuclear Power Reactors: A Study In Technological Lock-In," Working Papers, C.V. Starr Center for Applied Economics, New York University 88-33, C.V. Starr Center for Applied Economics, New York University.
    5. Frank M. Bass, 1969. "A New Product Growth for Model Consumer Durables," Management Science, INFORMS, INFORMS, vol. 15(5), pages 215-227, January.
    6. Katz, Michael L & Shapiro, Carl, 1986. "Product Compatibility Choice in a Market with Technological Progress," Oxford Economic Papers, Oxford University Press, vol. 38(0), pages 146-65, Suppl. No.
    7. Mingchun Sun & Edison Tse, 2009. "The Resource-Based View of Competitive Advantage in Two-Sided Markets," Journal of Management Studies, Wiley Blackwell, Wiley Blackwell, vol. 46(1), pages 45-64, 01.
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