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

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  • Kölln, Volker

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.

Suggested Citation

  • Kölln, Volker, 2011. "Produktdiffusion in TIMES-Märkten: Innovation, Kompatibilität und Timing bei Netzeffektgütern," Discussion Papers on Strategy and Innovation 11-01, Philipps-University Marburg, Department of Technology and Innovation Management (TIM).
    • Handle: RePEc:zbw:martim:1101
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    References listed on IDEAS

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