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High-end Encroachment Patterns of New Products

机译：新产品的高端侵占模式

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Previous research describes two key ways in which a new product may encroach on an existing market. In high-end encroachment, the new product first sells to high-end customers and then diffuses down-market; in low-end encroachment, the new product enters at the low end and encroaches up-market. This paper focuses on high-end encroachment, which can further be broken down into three subtypes, which are called the immediate, the new-attribute, and the new-market forms of high-end encroachment. This paper makes three key contributions. First, it provides a sound theoretical underpinning for the three distinct subtypes of high-end encroachment-a linear reservation price curve model (LRPCM) is used to establish this theoretical foundation. Second, this paper delineates and illustrates four different ways the high-end new-market diffusion process may progress over time. These four are: (1) the traditional type, where the new product diffuses relatively slowly and methodically over time; (2) the fad scenario, where the new product opens a new market but then fizzles out after a relatively short period of high sales; (3) the rapid diffusion outcome, where the new product opens a new market and then rapidly diffuses down-market; and (4) the prolonged-niche type, where the new product purposefully restricts itself to its own niche rather than diffusing down-market. The third key contribution of this paper is to offer managerial insights into the new-market high-end encroachment process by discussing two short case studies; namely, a retrospective look at the introduction of the iPhone, and a prospective look at Tesla's challenges in growing the market for its electric car. With regard to the iPhone, it helps explain why Apple precipitously dropped the price of the iPhone by one third only 68 days after its introduction. With regard to Tesla, it discusses how Tesla must leverage the revenues that stem from its current high-end pricing power. Tesla must be able to progress down the learning curve fast enough so that it can create a virtuous cycle; a cycle in which cost reductions and technology improvements lead to price reductions and increased sales, which in turn lead to further cost reductions. At the conclusion of the paper, a step-by-step approach is offered to aid in determining which type of encroachment should be pursued and in determining how the encroachment pattern will eventually develop. The encroachment framework and the step-by-step approach are intended to help managers better assess and mitigate the risks inherent with a new product introduction.
机译：先前的研究描述了新产品可能侵占现有市场的两种关键方式。在高端市场上，新产品首先销售给高端客户，然后扩散到低端市场。在低端市场上，新产品进入低端市场并占领了高端市场。本文关注高端侵犯，可以将其进一步细分为三种类型，分别称为高端侵犯的直接，新属性和新市场形式。本文做出了三个关键贡献。首先，它为高端侵占的三个不同子类型提供了良好的理论基础-线性保留价格曲线模型（LRPCM）用于建立这一理论基础。其次，本文描述并说明了高端新市场扩散过程可能随时间发展的四种不同方式。这四个是：（1）传统类型，新产品随着时间的推移相对缓慢且有条理地扩散； （2）时尚场景：新产品开辟了一个新市场，但在相对较短的高销量后就消失了； （3）快速扩散的结果，即新产品打开新市场然后迅速扩散到低端市场； （4）持久利基型，即新产品有目的地将自己限制在自己的利基上，而不是分散低端市场。本文的第三个主要贡献是通过讨论两个简短的案例研究来提供对新市场高端入侵过程的管理洞察力。回顾性地回顾了iPhone的推出，并展望了特斯拉在发展其电动汽车市场方面所面临的挑战。关于iPhone，它有助于解释为什么苹果在推出iPhone仅68天后就将其价格急剧降低了三分之一。关于特斯拉，它讨论了特斯拉必须如何利用其当前高端定价能力产生的收入。特斯拉必须能够足够快地沿着学习曲线前进，以创造良性循环。成本降低和技术改进导致价格降低和销售增加的周期，进而导致成本进一步降低。在本文的结尾处，提供了一种分步方法来帮助确定应采取哪种侵占类型，并确定侵害模式最终将如何发展。入侵框架和循序渐进的方法旨在帮助管理人员更好地评估和减轻新产品推出所固有的风险。

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