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Assessing Consequences of Component Sharing across Brands in the Vertical Product Line in the Automotive Market

机译：评估汽车市场中垂直产品线中各个品牌之间的组件共享后果

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摘要

Component sharing may look great in the boardroom but not in the showroom. Indeed, savings on research and development and production costs could be offset by a plunge in customer brand attractiveness. The central objective of this paper is to investigate consumer and market responses toward component sharing between brands. More specifically, by combining experimental with econometric studies, this paper investigates the impact of component sharing on customer evaluation of luxury, volume, and economy brands offered in a car manufacturer's vertical product line. An experimental study in which component sharing between automotive brands was made explicit aimed to understand the impact of brand combinations and type of sourcing on the evaluations of the two brands sharing components. This experimental study shows that the evaluation of luxury brands sharing with a volume brand suffers more than when a volume brand shares components with an economy brand. This experimental study was executed for two different brand combinations including one luxury, one volume, and one economy brand: (I) Audi, Volkswagen, and Skoda; and (2) Lexus, Toyota, and Suzuki. The evaluation of an economy brand benefits more from sharing with a volume brand than a volume brand suffers from sharing with an economy brand. The magnitude of these effects depends on several factors, such as component type, the source of the component sharing, and the salience of component sharing to the consumers. One important limitation of the experiment is that component sharing is made rather salient, and no behavioral effects of component sharing are studied. Therefore, a second was executed in which market share data on brands of the Volkwagen company (i.e., Audi, Volkswagen, Seat, and Skoda) were collected, while also data on the component-sharing practices between these brands were gathered. A market share model was estimated in which market shares of the four studied brands were explained by component-sharing practices and some control variables (i.e., price, model changes) in an exploratory fashion. The explorative examination of market share effects confirms that luxury brands may suffer, while economy brands may benefit from component sharing. In sum, this research suggests that component sharing between brands has negative effects for the higher-end, and positive effects for the lower-end brand. However, it also shows that sourcing matters. This study is considered as the first study investigating the phenomenon of component sharing, and it points to multiple future research issues, such as studying this phenomenon in other markets.
机译：组件共享在董事会中看起来很不错，但在展示厅中却看不到。的确，客户品牌吸引力的下降可以抵消研发和生产成本的节省。本文的主要目标是调查消费者和市场对品牌之间组件共享的反应。更具体地说，通过将实验研究与计量经济学研究相结合，本文研究了零部件共享对汽车制造商垂直产品线中提供的奢侈品，体积和经济品牌的客户评估的影响。一项明确研究汽车品牌之间的组件共享的实验研究旨在了解品牌组合和采购类型对两个品牌共享组件的评估的影响。这项实验研究表明，与批量品牌与经济品牌共享要素时，奢侈品品牌与批量品牌共享的评估所遭受的痛苦更大。这项实验性研究针对两种不同的品牌组合进行，包括一种奢侈品，一种销量和一种经济品牌：（I）奥迪，大众和斯柯达； （2）雷克萨斯，丰田和铃木。经济品牌的评估受益于与批量品牌的共享，而不是大众品牌与经济品牌的共享。这些影响的严重程度取决于几个因素，例如组件类型，组件共享的来源以及组件对消费者的显着性。该实验的一个重要局限性是使组件共享变得非常重要，并且没有研究组件共享的行为影响。因此，执行了第二次收集大众汽车公司品牌（即奥迪，大众，西特和斯柯达）各品牌的市场份额数据，同时还收集了这些品牌之间的零部件共享做法的数据。估计了一个市场份额模型，其中以组件共享方式和一些控制变量（即价格，模型更改）以探索性方式解释了四个研究品牌的市场份额。对市场份额效应的探索性研究证实，豪华品牌可能会遭受损失，而经济品牌可能会从成分共享中受益。总而言之，这项研究表明品牌之间的成分共享对高端品牌具有负面影响，而对低端品牌则具有正面影响。但是，这也表明采购很重要。该研究被认为是调查组件共享现象的第一项研究，它指出了多个未来的研究问题，例如在其他市场中对此现象进行研究。

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  • 来源
    《Journal of product innovation management》 |2012年第4期|p.559-572|共14页
  • 作者

    Peter C. Verhoef; Koen H. Pauwels; Mirjam A. Tuk;

  • 作者单位

    Department of Marketing, Faculty of Economics and Business, University of Groningen, Office Duisenberg Building 329, P.O. Box 800, 9700 AV Groningen, the Netherlands;

    Ozyegin University,Istanbul;

    Imperial College, United Kingdom;

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