후발기업은 부분 호환성으로 승자독식을 극복할 수 있을까?: 부분 호환성이 지배적 디자인 결정에 미치는 영향
Can a Latecomer Overcome a Winner-Take-All Market with Partial Compatibility? The Effect of Partial Compatibility in Determining Dominant Design
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초록
지배적 디자인의 위치를 차지하기 위한 기업들의 경쟁은 승자독식의 결과로 귀결되는 경우가 많은데, 이는 주로 망외부성과 호환성에서 기인한다. 그러나 모든 지배적 디자인 경쟁이 항상 승자독식으로 끝나는 것은 아님을 보여주는 사례도 많이 존재한다. 본 연구는 기업이 제공하는 호환성의 정도, 즉 부분 호환성이 지배적 디자인 경쟁의 결과에 어떻게 영향을 주는지를 살폈다. 특히, 부분 호환성과 함께 여러 시장 요인이 상호작용하며 승자독식 여부를 결정하는, 동적인 과정을 보이기 위해 모의실험을 실시하고 결과를 도출하였다. 이를 통해 어떤 경우에 후발기업이 부분 호환성을 이용하여 지배적 디자인 경쟁에서 승자독식을 극복할 수 있는지를 보였다. 그 결과 호환성을 높인다고 해서 항상 승자독식 상황을 극복할 수 있는 것은 아니었다. 선점 기업의 초기 시장 점유율이 너무 높지 않을 때, 고객들이 자신의 이웃보다 전체 네트워크에서 느끼는 효용이 더 클 때, 전환 비용이 낮을 때, 고객이 제품 고유의 품질에서 얻는 효용의 상대적 비중이 클 때 후발 기업은 높은 수준의 부분 호환성을 제공함으로써 선도 기업의 시장 점유율을 극복할 수 있었다.
Abstract
Competition among firms to occupy dominant design positions often results in a winner-take- all market, largely because of network externalities and compatibility. However, many examples show that not all dominant design competition always ends with a winner and a loser. This study examines whether the degree of interoperability provided by a firm (i.e., partial compatibility) affects the outcome of dominant design competition. In particular, we conduct agent-based simulations to demonstrate the dynamic process of interacting various market factors with partial compatibility. In some cases, it has been shown that latecomers can use partial compatibility to overcome winners in dominant design competition. However, it is not always possible to increase compatibility to overcome the first mover’s advantage. In particular, a latecomer can overcome the leading company’s market share by providing a high level of partial compatibility in the following four cases: (1) when the initial market share of a leading firm is not too high, (2) when customers have greater utility in the overall network than their neighbors, (3) when the switching cost is low, and (4) when the relative proportion of the utility obtained from the product is higher than that from the installed base.
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