Product positioning of low-carbon products based on blockchain-enabled product communities

IF 11.1 1区 管理学 Q1 ENGINEERING, INDUSTRIAL
Ting Chen , Yu Xiong
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引用次数: 0

Abstract

When introducing a new product, firms must decide how to differentiate it from competitors through product positioning. In the low-carbon industry, positioning affective features of the products effectively gives firm a competitive edge. By applying blockchain to online product communities (OPCs), firms can gain insights into consumers' affective requirements during product positioning. In this study, we develop a game-theoretic framework to explore how to optimize affective design of low-carbon products with blockchain application. We find that firms' affective product design depends on two conflicting forces. On one hand, blockchain adoption in OPCs enhances estimation precision, motivating firms to provide mass products that meet mainstream marketplace requirements. On the other hand, blockchain implementation improves estimation similarity, inducing firms to target niche markets. The network effect exacerbates these two conflicting forces, and the trade-off between them determines firms' product design decisions. Additionally, we examine the impacts of blockchain adoption on firms' profits, environmental performance, consumer surplus, and social welfare. We discover that blockchain application in OPCs is always socially beneficial. However, blockchain adoption's effect on economic and environmental performance, as well as consumer surplus, is contingent on the significance of the conflicting forces. We further conduct a survey and in-depth interviews to validate these findings.

基于区块链产品社区的低碳产品定位
企业在推出新产品时,必须决定如何通过产品定位将其与竞争对手区分开来。在低碳产业中,有效定位产品的情感特征可为企业带来竞争优势。通过将区块链应用于在线产品社区(OPC),企业可以在产品定位过程中洞察消费者的情感需求。在本研究中,我们建立了一个博弈论框架,探讨如何利用区块链应用优化低碳产品的情感设计。我们发现,企业的情感产品设计取决于两种相互冲突的力量。一方面,在 OPC 中采用区块链可提高估算精度,促使企业提供符合主流市场要求的大众产品。另一方面,区块链的实施提高了估算的相似性,促使企业瞄准利基市场。网络效应加剧了这两种相互冲突的力量,两者之间的权衡决定了企业的产品设计决策。此外,我们还研究了区块链应用对企业利润、环境绩效、消费者剩余和社会福利的影响。我们发现,区块链在 OPC 中的应用总是有益于社会的。然而,区块链应用对经济和环境绩效以及消费者剩余的影响取决于各种冲突力量的重要性。我们进一步开展了一项调查和深入访谈,以验证这些发现。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Technovation
Technovation 管理科学-工程:工业
CiteScore
15.10
自引率
11.20%
发文量
208
审稿时长
91 days
期刊介绍: The interdisciplinary journal Technovation covers various aspects of technological innovation, exploring processes, products, and social impacts. It examines innovation in both process and product realms, including social innovations like regulatory frameworks and non-economic benefits. Topics range from emerging trends and capital for development to managing technology-intensive ventures and innovation in organizations of different sizes. It also discusses organizational structures, investment strategies for science and technology enterprises, and the roles of technological innovators. Additionally, it addresses technology transfer between developing countries and innovation across enterprise, political, and economic systems.
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