Commercialization of platform technologies: Launch timing and versioning strategy

Production and Operations Management

Volumn 22, Issue 6, 2013, Pages 1374-1388

  Bhargava, Hemant K ^a   Kim, Byung Cho ^b   Sun, Daewon ^c  

^a UNIVERSITY OF CALIFORNIA   (United States)

^b Sogang University   (South Korea)

^c UNIVERSITY OF NOTRE DAME   (United States)

Author keywords

platform technology; product launch strategy; technology commercialization; uncertainty; versioning

Indexed keywords

EID: 84888378162     PISSN: 10591478     EISSN: 19375956     Source Type: Journal    
DOI: 10.1111/j.1937-5956.2012.01344.x     Document Type: Article

References (53)

1. Aoki, R., T. J. Prusa,. 1997. Sequential versus simultaneous choice with endogenous quality. Internat. J. Indust. Organ. 15: 103-121.
2. Armstrong, M., 2006. Competition in two-sided markets. RAND J. Econ. 37: 668-691.
3. Armstrong, M. J., M. Lévesque,. 2002. Timing and quality decisions for entrepreneurial product development. Eur. J. Oper. Res. 141: 88-106.
4. Bag, P. K., S. Roy,. 2011. On sequential and simultaneous contributions under incomplete information. Int. J. Game Theory 40 (1): 119-145.
5. Bhargava, H., V. Choudhary,. 2001. Information good and vertical differentiation. J. Manage. Inf. Syst. 18 (2): 89-106.
6. Bhargava, H., V. Choudhary,. 2004. Economics of an information intermediary with aggregation benefits. Inf. Syst. Res. 15 (1): 22-36.
7. Cachon, G., M. Lariviere,. 2001. Contracting to assure supply: How to share demand forecasts in a supply chain. Manage. Sci. 47 (5): 629-646.
8. Carrillo, J., 2005. Industry clockspeed and the pace of new product development. Prod. Oper. Manag. 14 (2): 125-141.
9. Chen, F., 2005. Salesforce incentives market information and production/inventory planning. Manage. Sci. 51 (1): 60-75.
10. Choi, Y., M. Lévesque, D. A. Shephert,. 2008. When should entrepreneurs expedite or delay opportunity exploitation. J. Bus. Ventur. 23: 333-355.
11. Christensen, C. M., J. Bower,. 1996. Customer power strategic investment and the failure of leading firms. Strategic Manage. J. 17 (3): 197-218.
12. Daneels, E., 2004. Disruptive technology reconsidered: A critique and research agenda. J. Prod. Innov. Manage. 21 (4): 246-258.
13. Davidsson, P., P. Steffens, J. Fitzsimmons,. 2008. Performance assessment in entrepreneurship research: Is there a pro-growth bias? Available at: http://eprints.qut.edu.au/archive/00012040 (accessed February 21, 2012).
14. Davidsson, P., P. Steffens, J. Fitzsimmons,. 2009. Growing profitable or growing from profits: Putting the horse in front of the cart? J. Bus. Ventur. 24 (4): 388-406.
15. DeCastro, J. O., J. J. Chrisman,. 1995. Order of market entry competitive strategy and financial performance. J. Bus. Ventur. 33: 165-177.
16. Deneckere, R. J., R. P. McAfee,. 1996. Damaged goods. J. Econom. Manage. Strategy 5 (2): 149-174.
17. Dhebar, A., 1993. Cambridge Software Corp. Harvard Business School, Cambridge, MA.
18. Dogan, K., Y. Ji, V. S. Mookerjee, S. Radhakrishnan,. 2011. Managing the versions of a software product under variable and endogenous demand. Inf. Syst. Res. 22 (1): 5-21.
19. Eisenmann, T., 2007. Platform-Mediated Networks: Definitions and Core Concepts. Harvard Business School, Cambridge, MA.
20. Eisenmann, T., G. Parker, M. Van Alstyne,. 2006. Strategies for two-sided markets. Harv. Bus. Rev. 84 (10): 92-101.
21. Eisenmann, T., G. Parker, M. Vanalstyne,. 2011. Platform envelopment. Strategic Manage. J., forthcoming.
22. Ha, A. Y., S. Tong,. 2008. Contracting and information sharing under supply chain competition. Manage. Sci. 54: 701-715.
23. Hagiu, A., 2006. Pricing and commitment by two-sided platforms. RAND J. Econ. 37 (3): 720-737.
24. Herbig, P., J. Milewicz,. 1995. The relationship of reputation and credibility to brand success. J. Consumer Market. 12: 5-10.
25. Jing, B., 2007. Network externalities and market segmentation in a monopoly. Econ. Lett. 95: 7-13.
26. Joglekar, N., M. Lévesque,. 2006. Marketing, R&D, and startup valuation. IEEE Trans. Eng. Manage. 56: 229-242.
27. Joshi, Y. V., D. J. Reibstein, J. Zhang,. 2009. Optimal entry timing in markets with social influence. Manage. Sci. 55: 926-939.
28. Katz, M. L., C. Shapiro,. 1992. Product introduction with network externalities. J. Indust. Econ. 401: 55-83.
29. Lee, Y., G. C. O'Connor,. 2003. New product launch strategy for network effects products. J. Acad. Market. Sci. 31 (3): 241-255.
30. Lévesque, M., 2000. Effects of funding and its return on product quality in new ventures. IEEE Trans. Eng. Manage. 47 (1): 98-105.
31. Lévesque, M., D. A. Shepherd,. 2004. Entrepreneurs' choice of entry strategy in emerging and developed markets. J. Bus. Ventur. 19: 29-54.
32. Liu, H., P. K. Chintagunta,. 2009. Pricing under network effects., Rao, V. R., ed. Handbook of Pricing Research in Marketing. Edward Elgar Publishing Inc., Northampton, MA, 435-450.
33. Mahajan, V., E. Muller,. 1998. When is it worthwhile targeting the majority instead of the innovators in a new product launch? J. Market. Res. 35: 488-495.
34. Mahajan, V., E. Muller, F. M. Bass, 1990. New product diffusion models in marketing: A review and directions for research. J. Market. 54: 1-26.
35. March, J. G., 1991. Exploration and exploitation in organizational learning. Organ. Sci. 2: 71-87.
36. Markman, G., W. Gartner,. 2002. Is extraordinary growth profitable? A study of Inc. 500 high-growth companies. Entrepreneurship Theory Practice 27: 65-75.
37. Mitra, K., 2010. One D too many. Bus. Today. October 3. Available at: http://businesstoday.intoday.in/story/one-d-too-many/1/9439.html (accessed February 21,2012).
38. Moe, W. W., P. S. Fader,. 2002. Using advance purchase orders to forecast new product sales. Market. Sci. 21: 347-364.
39. Moore, G., 1991. Crossing the Chasm. Harper Business, New York.
40. Moorthy, K. S., I. P. L. Png,. 1992. Market segmentation cannibalization and the timing of product introductions. Manage. Sci. 38: 345-359.
41. Nuttall, C., 2010. Lack of content leaves 3D TV sales flat. Finan. Times. December 16. Available at: http://www.ft.com/cms/s/0/13ae797c-093f-11e0-ada6- 00144feabdc0.html#axzz1n0tlqtEJ (accessed February 21, 2012).
42. Padmanabhan, V., S. Rajiv, K. Srinivasan,. 1997. New products upgrades and new releases: A rational for sequential product introduction. J. Market. Res. 34: 456-472.
43. Parker, G., M. Van Alstyne,. 2005. Two-sided network effects: A theory of information product design. Manage. Sci. 51: 1494-1504.
44. Ramdas, K., 2003. Managing product variety: An integrative review and research directions. Prod. Oper. Manag. 12: 79-100.
45. Ramezani, C. A., L. Soenen, A. Jung,. 2002. Growth corporate profitability and value creation. Financ. Analysts J. 62: 56-67.
46. Reinhardt, G., M. Lévesque,. 2004. A new entrant's decision on virgual versus bricks-and-mortar retailing. J. Electron. Commerce Res. 3: 136-152.
47. Rochet, J. C., J. Tirole,. 2003. Platform competition in two-sided markets. J. Eur. Econ. Assoc. 1: 990-1029.
48. Rochet, J., J. Tirole,. 2006. Two-sided markets: A progress report. RAND J. Econ. 37: 645-667.
49. Shan, W., G. Walker, B. Kogut,. 1994. Interfirm cooperation and startup innovation in biotechnology industry. Strategic Manage. J. 15: 387-394.
50. Shy, O., 2001. The Economics of Network Industries. Cambridge University Press, Cambridge, UK.
51. Van den Bulte, C., Y. V. Joshi,. 2007. New product diffusion with influentials and imitators. Market. Sci. 26: 400-421.
52. Villas-Boas, J. M., 2004. Communication strategies and product line design. Market. Sci. 23: 304-316.
53. West, J., S. O'Mahony,. 2005. Contrasting community building in sponsored and community founded open source projects. Proceedings of the 38th Hawaii International Conference on System Sciences, Hawaii, January.