Chapter 7 Flashcards
What is the expected growth for high technology industries
25%
What are technical standards
Specifications that producers adhere to when making the product or component can be a competitive advantage
What are format wars
Battles to control source of differentiation because this differentiation can create for the customer
What is dominant design
Refers to a common set of features or design characteristics
What do standards bring
Economic benefits
What are the economic benefits from standards
- Guarantee compatibility between products and complements
- Help reduce confusion in the minds of consumers
- Help reduce production costs
- Help reduce the risks associated with supplying complementary products and increase their supply
What are 3 ways standards emerge in an industry
- Companies might lobby the government to mandate an industry standard
- Technical standards are often set by company cooperation
- Government set standards they fall into the public domain meaning that any company can freely incorporate them into their products
What is a public domain
Government or association set standards of knowledge or technology that any company can freely incorporate its product
What are network effects
Network of complementary products as a determinant of the demand for an industry’s product
How are network effects divided
- Direct (same side) network effects
- Indirect network effects (based on the availability of complementary goods)
What happens when network effects arise in an industry
The size of the network of complementary products is a primary determinant of demand for an industry product
What are the key strategies and tactics to win a format war
- Ensure a supply of complements
- Leverage killer application
- Aggressive pricing and marketing
- Cooperate with competitors
- License the format
- Have positive feedback loops
What can companies do to get supply of complements
- Diversify into the production of complements and seed the market with sufficient supply to help jump start demand
- May create incentives or make it easy for independent companies to product complements
What are killer applications
Uses of new technology or product that are compelling that they persuade customers to adopt a new format or technology in droves thru killing demand for competing formats
What are considerations for exploiting positive feedback cycles
- Switching costs
- Accelerate growth on both sides of the feedback loop
What is a razo and blade strategy
Pricing the product low to stimulate demand and increase the installed base and try to make high profits on the sale of the complements which are priced relatively high
What is aggressive upfront marketing
Critical in jump starting demand to get an early lead in an installed base
What are point of sales promotion
Attract potential early adopters who bear the switching costs and start a positive feedback loop
What are the results for companies to cooperate with their competitors
- Develop technology
- There will be a strong alliance
- Can effectively eliminate the competition