| Summary: | 碩士 === 國立交通大學 === 財務金融研究所 === 100 === The purpose of this paper is to access the impact on the PC ecosystem after the launch of the disruptive innovation product, the iPad2. We apply seemingly unrelated regression (SUR) to analyze if there’s any new product announcement and release from competitors that would possibly shatter iPad2’s leading position from capital market performances. In this paper, we examined competitive effects not only in terms of Apple Inc. itself, but the entire supply chain of iPad2, including 36 upstream suppliers and 1 midstream assembly. Based on our results, we conclude that Kindle Fire introduced by Amazon results in significantly negative abnormal return to both Apple and its supply chain, and the competitive effect shows earlier response to the supply chain. On the other hand, for competitors who share a high degree of similarity of the suppliers are in fact beneficial to the new product announcement, implying positive contagion effects offset the competitive effects in several events. To sum up, Kindle Fire can possibly be an iPad killer in the following future, and the entire tablet industry would likely to develop in a M-form.
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