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【管理课件】第十六讲 COMPETITIVE STRATEGY IN EMERGING INDUSTRIES
Jia Liangding 第十六讲 Competitive Strategy in Emerging Industries 1.1 The Structural Environment in Emerging Industries 1.2 Problems Constraining Industry Development 1.3 To Adopt New Products Early or Late? 1.4 Strategic Choices in Emerging Industries 1.1 新兴产业的结构 Emerging Industries are newly formed or reformed industries that have been created by technological innovations, shifts in relative cost relationships, emergence of new consumer needs, or other economic and sociological changes that elevate a new product or service to the level of a potentially viable business opportunity. Emerging Industries are been created all the time. The essential characteristic of an Emerging Industry from the viewpoint of formulating strategy is that there are no rules of the game. The competitive problem in an Emerging Industry is that all the rules must be established such that the firm can cope with and prosper under them. The absence of rules is both a risk and a source of opportunity. COMMON STRUCTURAL CHARACTERISTICS: ⑴Technological Uncertainty. What product configuration will ultimately prove to be the best? What production technology will to be the most efficient? ⑵Strategic Uncertainty. A wide variety of strategic approaches often are tried by industry participants. No “right”strategy has been clearly identified. Firms often have poor information about competitors, characteristics of customers, and industry conditions. ⑶High Initial Costs but Steep Cost Reduction. Small production volume; Increasing scales; Steep learning curves; Declining costs. ⑷Embryonic Companies ( newly formed companies) and Spin-offs. Without established rules of the game or scale economies as deterrents, newly formed companies are in position to get into Emerging Industries. ⑸First-Time Buyers. The buyer must be informed about the basic nature and functions of the new product or service, be convinced that it can actually perform these functions, and be persuaded that the risks of purchasing i
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