How Quality Drives the Rise and Fall of High-Tech Products

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1、SUMMER2011VOL.52NO.4IntelligenceHowQualityDrivestheRiseandFallofHigh-TechProductsAbriefdiscussionofresearchthatsuggeststhatcompaniesshouldputmoreemphasisonthequalityofnewtechnologyproductsthanonspeedtomarket,andhownetworkscanfur-therenhancetheroleofquality,byGerardJ.Tellis,EdenYinandRakesh

2、NirajPleasenotethatgrayareasreflectartworkthathasbeenintentionallyremoved.Thesubstantivecontentofthear-ticleappearsasoriginallypublished.REPRINTNUMBER52403INTELLIGENCEIncontemporaryhigh-techmarkets,acontinuousstreamofnewproductsandtechnologieshitsthemarketatregularintervals,challengingesta

3、blishedpositionsandhierarchies.computerproductsandservicesmarketsbe-causethesemarketsaresupposedtoexhibitstrongnetworkeffects.Yetwefoundthatnotonlydidqualityprevailinthesemarkets,butnetworkeffectsenhancedtheroleofquality.Inotherwords,networkeffectsdrovecus-tomerstoqualityandsuperiorbrands.

4、[INNOVATIONSTRATEGY]HowQualityWinsHowQualityDrivestheIfnetworkeffectsweredominant,anearlyentrantwoulddominateamarket,andRiseandFallofHigh-Techtherewouldbenosubsequentchangesinmarketleadership.ButinthemarketsweProductsstudied,therewerefrequentchangesinmarketleadership:•Theaveragedurationofm

5、arketleader-Theconventionalwisdomisthatproductsthathaveashiprangedfrom5.5yearsinoperatingstrongestablishedbaseofuserscanoftentrumphigher-systemstoasshortastwoyearsinWebqualityalternatives.Butrecentresearchsuggestsotherwise.browsers.•Theaveragedurationformarketleader-BYGERARDJ.TELLIS,EDENYI

6、NANDRAKESHNIRAJshipinthemarketswestudiedwasonly3.8years.•In10markets,thereweremultipleWhydoesthefreeLinuxoperatingsystemnotchoosetheirbrandprimarilyonthedirectswitchesinmarketshareleadership.makemoreheadwayagainstMicrosoftWin-orindirectbenefitsaccruingfromthenet-•Overall,therewereatotalof3

7、4switchesdows?WhydoesApplestillonlysellaminorityworkofcurrentusers,ratherthansolelyinmarketshareleadership.ofthepersonalcomputersintheUnitedfromtheintrinsicqualityofthebrand.TotheextentthattherewerechangesinStatesdespiteitsdevotedfollowersandtheHowever,basedon