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首页> 外文期刊>International Journal of Innovation Management >LOW-END AND HIGH-END ENCROACHMENT STRATEGIES FOR NEW PRODUCTS
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LOW-END AND HIGH-END ENCROACHMENT STRATEGIES FOR NEW PRODUCTS

机译：新产品的低端和高端封装策略

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摘要

Successful new products typically encroach in some fashion on an existing market, impacting prices, sales, and profits for the old product(s). We present a framework in which encroachment takes one of two forms, either high-end or low-end. High-end encroachment is exemplified by Intel's Pentium III, which encroached on the Pentium II by first catering to high-end customers before diffusing to the low end to fully displace the Pentium II. Low-end encroachment is illustrated by disk drives with smaller form factors, which first catered to low-end customers desiring lower-cost, but eventually diffused upward to the high end. Our low-end encroachment framework may help clarify how a disruptive innovation impacts the market, in terms of sales prices, volumes, and profits. Similarly, our high-end encroachment results may lend insight into the market impact of a sustaining technology.
机译：成功的新产品通常会以某种方式侵占现有市场，从而影响旧产品的价格，销售和利润。我们提出了一个框架，在这种框架中，侵占采取两种形式之一，即高端或低端。英特尔的奔腾III代表了高端市场的抢占，该公司首先迎合高端客户，然后再扩散到低端以完全取代奔腾II，从而抢占了奔腾II。具有较小外形尺寸的磁盘驱动器说明了低端入侵，这种磁盘驱动器首先迎合了希望降低成本的低端客户的需求，但最终却向高端扩散。我们的低端入侵框架可以帮助从销售价格，数量和利润方面阐明破坏性创新如何影响市场。同样，我们的高端入侵结果可能有助于洞察持续技术的市场影响。

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