신기술 개발에 대처하기 위한 자기시장 잠식의 의사결정
The Economic Impact of Cannibalization Strategy: A Response to New Technological Breakthrough
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참고문헌
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초록
진입 기업이 진보된 기술을 바탕으로 한 새로운 제품을 출시할 때, 기존 기업은 그에 대항하여 신제품과 유사한 제품을 선보이고 의도적으로 자기시장 잠식을 단행할 수 있다. 본 논문에서는 이익 극대화를 위해 진입 기업과 기존 기업이 동태적으로 경쟁하는 모델을 설정, 기존 기업이 행하는 자기시장 잠식의 의사결정이 두 기업의 균형 가격 및 균형 이익에 어떤 영향을 미치는지 살펴본다. 본 논문의 모델에 의하면 기존 기업은 기존 제품의 가격을 상승시킴으로써 자기시장 잠식을 단행할 때 이익 극대화를 이룰 수 있음을 보여준다.
Abstract
When an entrant firm offers a better quality product based on new technological innovation, incumbent firm may also develop and introduce the similar product, which may cannibalize existing product offering of its own. We setup a duopoly model in which incumbent and entrant firms dynamically compete in their product offering and prices for their own profit maximization. The model allows us to analyze how incumbent’s cannibalization strategy influences equilibrium pricing and profits of both firms. In a certain condition, we find that incumbent’s profit-maximizing strategy is to raise the price of existing product and thus cannibalize the market share of existing product when the incumbent decides to compete with entrant by producing the similar quality product. In the same context, perhaps interesting finding is that the increased competition of higher quality product offering may paradoxically increase the equilibrium price but generate greater overall profit for the incumbent.
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