This is the textbook presentation slides made by students from the course Management of Technology taught in fall 2011 at the Department of Business Administration, National Taiwan University. The textbook used is Strategic Management of Technological Innovation 3rd Edition by Melissa A. Schilling, New York University.

1. Department of Business Administration Strategic Management of Technological Innovation
College of Management Melissa A. Schilling, New York University
Chapter 5
進入時機
Presented by Group 4
B97701201 張晉瑋
B97701227 林沅臻
B97701246 劉裕中
B97701251 楊立暐
Course Lecturer: Prof. J. T. Chiang
Teaching Assistant: Hsuan-Yi Wu (Jen)
2011/11/1 Fall 2011 BAA Management of Technology 1

2. Department of Business Administration Strategic Management of Technological Innovation
College of Management Melissa A. Schilling, New York University
進入者
• 先行者：最早銷售產品或服務的一群
• 早期追隨者：早期進入市場者但不是第一
批
• 後進者：在產品開始或已充斥大眾市場時
進入
2011/11/1 Fall 2011 BAA Management of Technology 2

3. Department of Business Administration Strategic Management of Technological Innovation
College of Management Melissa A. Schilling, New York University
先行者優勢
• 擁有品牌忠誠度與技術上的領先
• 稀有資產的優先權(無線電頻譜)
• 利用買家轉換成本(鍵盤)
• 獲得報酬遞增的優勢（主流科技或規格）
---- 雞生蛋蛋生雞：要是報酬遞減就不會有
人繼續投入就不會發展成主流科技
• 以上為有機會得到但並非絕對
2011/11/1 Fall 2011 BAA Management of Technology 3

4. Department of Business Administration Strategic Management of Technological Innovation
College of Management Melissa A. Schilling, New York University
先行者的劣勢
• 承擔研究與發展費用
• 未開發的供應與配銷管道
• 不成熟的促成科技和互補性產品
• 不確定性
– 消費者對於新產品的不確定性EX:新相機好貴又
不知道有高級到哪
– 廠商對於”消費者對於新產品"的不確定性
2011/11/1 Fall 2011 BAA Management of Technology 4

5. Department of Business Administration Strategic Management of Technological Innovation
College of Management Melissa A. Schilling, New York University
小結
• 廠商在判斷進場時機時，以上優劣勢可做
為參考基準
2011/11/1 Fall 2011 BAA Management of Technology 5

6. Department of Business Administration Strategic Management of Technological Innovation
College of Management Melissa A. Schilling, New York University
最佳進場時機
• 顧客偏好的確定性高(PS2 XBOX
DVD)(胃藥)
• 此創新能帶來躍進
• 是否需要促成科技及其成熟度(當年手機
wap上網，但沒有無線上網的技術)
• 互補性產品的有無及易取得性(相機與底片)
• 進入障礙低
2011/11/1 Fall 2011 BAA Management of Technology 6

7. Department of Business Administration Strategic Management of Technological Innovation
College of Management Melissa A. Schilling, New York University
最佳進場時機
• 有報酬遞增的特性
• 公司有能力承擔初期的損失(研發費用及風
險)
• 具有足夠資源加速市場的接受度
• 公司的聲譽良好可降低許多不確定性，有
助於提早進場
2011/11/1 Fall 2011 BAA Management of Technology 7

8. Department of Business Administration Strategic Management of Technological Innovation
College of Management Melissa A. Schilling, New York University
結論
• 公司有”主動權”“選擇”進場時機
• 前提：公司有能力在任何時間點上創造出
科技
• 擁有“快速開發流程週期”或”並形式開
發流程”有助於公司改善早期進入者的科
技，並以新科技打敗之
2011/11/1 Fall 2011 BAA Management of Technology 8