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Dynamic product differentiation strategies: an examination of the interplay of firm and industry characteristics

机译：动态产品差异化策略：考察企业与行业特征的相互作用

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摘要

Technologically dynamic industries are characterised by the availability of ample differentiation opportunities. Implementing an appropriate product differentiation strategy is a critical determinant of entrant success in such industries. Firms typically have to engage in two sequential decisions. They need to first decide whether to differentiate and if they decide to do so, they need to choose between a horizontal and a vertical differentiation strategy. Despite the growing literature on the consequences of product differentiation strategy, limited attention has been paid to ascertaining the determinants of these dynamic decisions. We suggest that a complex interplay of firm-level (firm size and pre-entry experience) and industry (technology regime) characteristics impacts the choice of differentiation strategies. Empirical tests using multinomial logit models on data obtained from a census of all entrants into the personal computer industry between 1974 and 1994 support our theory.
机译：具有技术活力的行业的特点是有充足的差异化机会。实施适当的产品差异化战略是此类行业成功进入市场的关键决定因素。企业通常必须进行两个顺序的决策。他们需要首先决定是否进行区分，如果决定这样做，则需要在横向和纵向区分策略之间进行选择。尽管关于产品差异化战略后果的文献越来越多，但是对于确定这些动态决策的决定因素却只给予了有限的关注。我们建议，企业层面（企业规模和进入前的经验）与行业（技术体制）特征之间的复杂相互作用会影响差异化战略的选择。在1974年至1994年之间对所有进入个人计算机行业的人口普查中获得的数据使用多项式logit模型进行的经验检验支持了我们的理论。

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