Response Strategy of Latecomer’s Network: The Perspective of Coopetition between Networks and Governance Mechanism

• Main Authors: Yung-Yu Kuo, 郭詠諭
• Other Authors: Yu-Shin Lee
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/85717323572951089940

碩士 === 中原大學 === 企業管理研究所 === 100 === Previous research has focused on the development in emerging market or entry strategy of, especially the entry strategies of late-comer, including process innovation, reshaping the value chain and linking to first-mover (Mathews, 2002; Finney, Lueg &; Campbell, 2008; Wu &; Wei, 2010; Go´ mez &; Mai´cas, 2011；Lee &; Kao，2011). In this study, we explores how the last-mover responses to first-mover’s advantage. Qualitative research is adopted, and research target is motorcycle industry in Taiwan. Five findings of this study are shown. First, late-comer’s network uses the complementary cooperation strategy to reduce the competitive awareness and motivation, and promote the cooperation awareness and motivation to avoid the competitive actions from first-mover’s network. Second, governance mechanism of late-mover’s network in early stage is internal entrepreneurships, integration and sharing of knowledge, and making decision together. Third, governance mechanism of late-comer’s network changes during the development of network, while trust-oriented governance is used at beginning; trust and contract-oriented is used at the midterm; trust, contract and authority-oriented is used at later period. Fourth, the late-comer’s network uses the competitive strategy to acquire advantages, including increasing switching cost of buyers, promoting the brand awareness, operating profit and gaining better competitive location. Fifth, the late-comer’s network uses the cooperation strategy to acquire advantages, including free-rider effect of brand, increasing switching cost of buyers, and obtaining the key product and technology.