以個案研究探討技術領先、資產先佔及買方轉換成本之使用時機

Abstract

當企業相對於競爭對手具有(1)技術領先(technological leadership)、(2)資產先佔(preemption of assets)、(3)買方轉換成本(buyer switching costs)等三項要素時，則市場先驅者(pioneer)較追隨者(follower)有機會賺取正的經濟利潤。本研究長期觀察一家UNIX軍用工作站市場中的領導廠商，這家科技公司以後發者姿態，憑藉著其技術優勢，成功的取代了原來市場上的先驅者，成為世界級大廠的主要供應商；在取得市場的主導地位後，更憑藉著在位者的資產先佔及買方轉換成本成功地捍衛了來自後發者的進攻。研究結果顯示「技術領先」策略適合用於廠商進攻市場階段；而「資產先佔及買方轉換成本」策略則較適合用於市場的防守及維持。本研究認為，相對於進入時機的早晚，在多數小企業聚焦的利基市場中，技術領先更容易產生競爭優勢。另外，先行者固然能在先行優勢上取得若干好處；然而，無法妥善利用資產先佔及買方轉換成本的先行優勢，則很難再與競爭者保持距離。

When a company is with (1) technological leadership、(2) preemption of assets and (3) buyer switching cost, then the company might have opportunity to make a surplus in operation than its competitors. The authors observed a market leader which currently dominates the niche market of military Unix portable server. Our analysis showed the evidences that one late-coming technology company replaced other pioneer players became the major supplier by means of their advanced technology capabilities.

Besides, after it dominated the market, the case company enjoyed advantageous position through stable trust relationship and high transactional costs. The study showed that the advantage of “technological leadership” can be used as a competitive weapon to attack the incumbent and pioneer in the market. In addition, the advantages of “preemption of asset” and “buyer switching costs” are suitable on defending and maintaining the existing market.

The authors claimed that firms with technological strength can easily enjoy competitive advantage in the niche market; however, market pioneer will no longer keep their competitive advantage if they fail to use their incumbent advantages of assets preemption and switching costs appropriately.