Managing Network Externalities in High Tech Markets

Détails

ID Serval
serval:BIB_D841A2DD73DF
Type
Article: article d'un périodique ou d'un magazine.
Collection
Publications
Titre
Managing Network Externalities in High Tech Markets
Périodique
Academy of Management Executive (now: Academy of Management Perspectives)
Auteur(s)
Bonardi J.-P., Durand R.
ISSN
0896-3789
Statut éditorial
Publié
Date de publication
11/2003
Peer-reviewed
Oui
Volume
17
Numéro
4
Pages
40-52
Langue
anglais
Résumé
Many high-tech markets are characterized by network effects: situations where consumers make their decisions not simply based on the core product, but also on the quality and availability of its complements. These network effects enable the creation of a technological standard. which can lead to a strong competitive position for the core-product manufacturer. There is no guarantee, however, that this position can be sustained over time. Managers must therefore focus on further developments of the core product. We argue here that the best way to stimulate further developments is to reposition the core product in order to strengthen network effects. A three-phase framework can determine how to make an investment in the future generation of a product for which complements are crucial. First, we provide a matrix to evaluate whether the existing technology presents some untapped potential in terms of network effects, second, we analyze how to reposition the core product, third, we suggest some accompanying measures to manage this repositioning efficiently.
Mots-clé
Product launches, Network effect, Core competencies, Market repositioning, Market positioning, Product positioning, Marketing theory, Critical success factor, Key performance indicators, Competitive advantage
Web of science
Création de la notice
27/11/2007 11:41
Dernière modification de la notice
20/08/2019 16:57
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