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عنوان فارسی مقاله:
کنترل پلت فرم در طول مبارزه برای تسلط بر بازار: مورد اپل در مقابل IBM در صنعت کامپیوترهای اولیه
عنوان انگلیسی مقاله:
Platform control during battles for market dominance: The case of Apple versus IBM in the early personal computer industry
سال انتشار :2016
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بخشی از مقاله انگلیسی:
2. Theory
Battles for market dominance have been studied from several theoretical perspectives. Below we discuss the technology management and standardization perspectives to identify technological factors, the strategic management perspective to identify strategic factors and the network perspective to identify network factors. To place these factors in a dynamic framework, we subsequently discuss an evolutionary perspective on such battles. 2.1. Technological factors Technological factors are considered in technology management and standardization literature. Scholars in the area of technology management emphasize innovativeness, technical quality, and modularity. Technological innovativeness is important, because a radical or architectural innovation is necessary to create a technological discontinuity and start an era of variation (Tushman and Rosenkopf, 1992). Gallagher and Park (2002) find that although technological superiority is important for entry, it might not be enough to ensure market dominance of a technology. Technical quality can be defined as objective technical performance or as utility in the eyes of the relevant customer. Most researchers seem to agree that technical quality is not a factor that decides battles for market dominance, certainly not on its own (Cusumano et al., 1992; Gallagher and Park, 2002; Sillanpää and Laamanen, 2009). Likely, the competitive process during the battle forces a platform to continually match the competing platforms (e.g., Sillanpää and Laamanen, 2009) by putting offerings in the market that are more or less equivalent in technical quality or at least ‘good enough’ in the eyes of the customer. In the early personal computer example, this became visible through continual updates of the operating systems, of hardware (e.g., processor speed), and of operating and application software. In other words, technical quality seems to be a minimum requirement for platform success. Modularity is a central aspect of a technological architecture (Gawer, 2014) and an important enabler of change in technology (Schilling, 2000). It implies that the technological architecture consists of components as building blocks that can be separated and combined (Schilling, 2000) according to the rules of the platform (e.g., swapping hard disk drives, installing application software, connecting various printers or monitors). When the interfaces are strictly specified, it is possible to remove, add, or replace the components and thereby influence technical performance, i.e., it enables modular innovation (Langlois and Robertson, 1992). Memory cards for cameras and consumer electronics are examples of modular design, because users can replace them to increase their devices’ performance. Scholars of standardization emphasize compatibility and flexibility as important characteristics of a technological architecture. There are two types of compatibility between components: compatible complements and compatible substitutes (David and Bunn, 1988). Compatible complements, i.e., components that can work with each other, enable the emergence of a platform for which many complementary products are available. Examples are the ability of a music player to interoperate with a computer, or the availability of cartridges for a printer. The availability of complementary goods has a positive effect on platform dominance (Cenamor et al., 2013). Compatible substitutes are manifested when one component of a system can be replaced by another, competing component; e.g., hard disk drives that function in different computer systems. To make components work well together, standardized interfaces as well as coding similarity is required.
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کلمات کلیدی:
Understanding Global Strategy - Page 103 - Google Books Result https://books.google.com/books?isbn=1844801497 Susan Segal-Horn, David Faulkner - 2010 - Political Science Just as there is no point in being the only person with an e-mail address, equally it is ... the traditional battle for market share through the sale of branded products. ... market a proprietary platform, control it and live with the possibility of a lower ... [PDF]Battles for technological dominance: an integrative ... - Squarespace static1.squarespace.com/.../2004_Battles+for+Technological+Dominance_Suarez_RP.... by FF Suarez - 2004 - Cited by 419 - Related articles Keywords: Dominant design; Standards; Platform; Technology battles; .... egy in the workstation market; and Wade (1995)— ...... mostly beyond a firm's control. The Oxford Handbook of the Digital Economy - Google Books Result https://books.google.com/books?isbn=0199996377 Martin Peitz, Joel Waldfogel - 2012 - Business & Economics Whereas the two SP battles look quite similar (and share one protagonist, Apple), the ... But this market is also unlikely to tip to one dominant software platform in the same ... RIM has largely used the Apple model, having kept complete control. [PDF]Network as platform for innovation - MIT Initiative on the Digital Economy ebusiness.mit.edu/research/papers/232_VanAlstyne_NW_as_Platform.pdf May 6, 2007 - Should a platform be controlled by a sole sponsor or should it be jointly sponsored? ... How is innovation affected in platform environments? Is a platform ..... With a WTA battle, market share will tend toward either 100% or 0%,.
