The Relationship between Market Share and Information in a High-Tech Industry

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2004-01-27 DOI:10.2202/1546-5616.1005

V. Theoharakis, D. Vakratsas, V. Wong

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引用次数: 0

Abstract

The role of information in high-technology markets is critical (Dutta, Narasimhan and Rajiv 1999; Farrell and Saloner 1986; Weiss and Heide 1993). In these markets, the volatility and volume of information present managers and researchers with the considerable challenge of monitoring such information and examining how potential customers may respond to it. This article examines the effects of the type and volume of information on the market share of different technological standards in the Local Area Networks (LAN) industry. We identify three different types of information: technological, availability and adoption. Our empirical application suggests that all three types of information have significant effects on the market share of a technological standard, but their direction and magnitude differ. More specifically, technology-related information is negatively related to market share as it demonstrates that the underlying technology is immature and still evolving. Both availability and adoption-related information have a positive effect on market share, but the former is larger than the latter. We conclude that high-tech firms should emphasize the dissemination of information, especially availability-related, as part of their promotional strategy for a new technology. Otherwise, they may risk missing an opportunity to achieve a higher share and establish their market presence.

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高新技术产业市场份额与信息的关系

信息在高科技市场中的作用至关重要(Dutta, Narasimhan和Rajiv 1999;法雷尔和塞隆纳1986;Weiss and Heide 1993)。在这些市场中，信息的波动性和数量给管理人员和研究人员带来了相当大的挑战，即监测这些信息并检查潜在客户对这些信息的反应。本文研究了信息的类型和数量对局域网(LAN)行业中不同技术标准的市场份额的影响。我们确定了三种不同类型的信息:技术、可用性和采用。我们的实证应用表明，这三种类型的信息对技术标准的市场份额都有显著的影响，但其方向和大小不同。更具体地说，与技术相关的信息与市场份额呈负相关，因为它表明底层技术不成熟，仍在发展。可用性和采用相关信息都对市场份额有积极影响，但前者比后者更大。我们的结论是，高科技公司应强调信息的传播，特别是与可得性有关的信息的传播，作为其新技术推广战略的一部分。否则，他们可能会失去获得更高份额和建立市场地位的机会。

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

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.