دانلود رایگان مقاله اهمیت نوآوری رقبا چشم انداز پویایی رقابت در استراتژی محصول شرکت

abstract

We build on the awareness-motivation-capability (AMC) framework of competitive dynamics research to examine how a signal of a rival's innovation, in the form of research and development (R&D) intensity, may influence a focal firm's product actions. We argue that a rival's R&D intensity increases a focal firm's awareness of a competitive threat and thus its motivation to react by increasing its product actions. However, this competitive impact is conditional on the focal firm's size and performance relative to the rival, as well as the strategic homogeneity of the two. We use the AMC framework to analyze such moderating effects.

4. Discussion

In this paper, we introduce an integrative model to examine how a focal firm will plan its product actions in response to a rival's competitive signals. Drawing on the AMC framework in competitive dynamics (Chen, 1996), we use a particular type of competitive signal — the rival's R&D intensity — to predict a focal firm's product actions. We also examine the moderating role of firms' relative size, relative performance and strategic homogeneity in such competitive situations. Based on a sample of firms in the computer software sector, we found that the rival's R&D intensity in Time 1 tends to influence the focal firm's frequency of product actions in Time 2. We also found that the size of the focal firm relative to that of the rival, as well as the strategic homogeneity of the two, moderated this relationship. Our study makes several contributions. First, although prior studies have utilized signaling theory to argue that a focal firm's product strategy is often in response to a rival's competitive signals (Bowman & Gatignon, 1995; Robertson, Eliashberg, & Rymon, 1995), few empirical studies have examined how the competitive signals contained in firms' financial statements may influence inter-firm rivalry. Porter (1980) has contended that a rival's financial statements may contain valuable competitive intelligence that a focal firm can use to detect a rival's current strategy, future plans, and strategic goals. In this paper, we incorporate this view into a theoretical model that links a rival's R&D intensity to a focal firm's product actions.