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Customers' migration paths decided by relative advantage: longitudinal and comparative case study of successive generations of logic semiconductor technology

机译：客户的迁移路径决定采用相对优势：纵向和比较逻辑半导体技术的比较案例研究

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摘要

Understanding customers and their behaviour has become important for success in a market. When successive generations of technology are available in a market, customers will decide their migration paths based on certain factors. This study focused on the relative advantage of successive generations positioned at different levels. Based on a longitudinal and comparative research design, the migration paths of customers are identified by understanding how their behaviours are affected by this relative advantage. The preferred relative advantage is positioned differently at early and majority markets. According to observations of the actual migration paths of 14 semiconductor customers, early and majority market players exhibit different migration paths (switching, new entrance, leapfrogging, or diffusion paths) depending on the relative advantage of the migrating generation. This study has theoretical implications by understanding the mechanism of customers' migration based on the relative advantage, as well as practical implications for suppliers and customers to sustain their competitive advantage in a market.
机译：了解客户及其行为对市场成功变得重要。当市场上可获得连续几代技术时，客户将根据某些因素决定其迁移路径。本研究专注于连续几代位于不同水平的相对优势。基于纵向和比较研究设计，通过了解其行为如何受到这种相对优势的影响，确定客户的迁徙路径。优选的相对优势在早期和多数市场处于不同的位置。根据14个半导体客户的实际迁移路径的观察，根据迁移生成的相对优势，早期和多数市场参与者表现出不同的迁移路径（切换，新的入口，跨越或扩散路径）。本研究通过了解基于相对优势的客户迁移机制，以及供应商和客户在市场上维持其竞争优势的实际影响，具有理论意义。

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