Product Life Cycle and Competitive Strategies

• 발행기관: 인문사회과학기술융합학회
• 저자명: HyungRok Yim Seongjin Choi
• 간행물 정보: 『예술인문사회융합멀티미디어논문지』8권 5호, 75~84쪽, 전체 10쪽
• 주제분류: 사회과학 > 사회과학일반
• 파일형태: PDF
• 발행일자: 2018.05.31

영문 초록

In high-tech industries, technology is typically believed as a so-called key success factor. However, technology itself cannot secure incumbents’ long-term survival; the more competitive industry’s competition is, the smaller the contribution of technology on firm survival will be. This paper scrutinizes the impacts of product portfolio capability and marketing capability on long-term survival. For this purpose, a game-theoretic model is constructed. According to the model, both product portfolio capability and marketing capability can enhance firm survival but they can deteriorate profitability. Therefore, it is too much to say that the stronger the product portfolio and marketing capabilities are, firms are always better off. This prediction is supported empirically in the rigid disc drive industry; Surely, the stronger the portfolio and marketing capabilities firms own, they are more likely to stay longer in the HDD market. However, such effects are found to be marginally decreasing in the long-run.

목차

1. Introduction

2. The Game Model

3. Empirical Framework

4. Empirical Results

5. Conclusion

References

키워드

Survival portfolio marketing behavior strategy