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 4
標準戰爭與主流設計
Presented by Group 3
B97701221 賴盈穎
B97701232 林姿安
B97701239 解惠鈞
B97701247 陳宣力
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
概論
• 主流設計
– 定義：某項產品主導同類產品市場(通常指市佔
達50%或以上)
– 為什麼主流設計被選定?
• 學習曲線
• 網路外部性
– 塑造某項科技成為主流設計的多元價值
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
學習曲線
• 學習效果
– 定義：隨著累積產量上升
1. 單位成本下降 or
2. 單位產出增加
– 原因：
• 科技產生的盈餘被用來再投資科技本身
• 找到更有效率、更有生產力的方式使用科技
– 不同組織有不同學習曲線
– 吸收能力：一個組織辨識、吸收並利用新知識的能
力
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
網路外部性
• 正面消費外部性
• 產品價值隨使用者增加而提高
• 實體網路 → 鐵路、電訊通信
• 非實體網路 → 作業平台
• 用戶群：Wintel
• 互補性產品：VCR & 錄影帶、相機 & 底片
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
網路外部性
• 自我增強循環 & 贏者通吃
安裝基礎 主流設計
相容與互補性
科技的效率 產品之提供
與效能
銷售收益
消費者滿
科技改善
意
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
政府法規
• 政府訂定法規，合法地引發主流設計
• 公用事業、通信業、電視業
→ FCC電視播映彩色標準
→ 歐盟單一無線電話規格
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
贏者通吃的市場
• 主流設計廠商
→ 可在短期內賺進高額利潤
→ 引導產業的演進
→ 影響未來產品世代的面貌
• 科技較優的產品 ≠ 贏家
• 如何管理造成設計選擇的多元價值
2011/11/1 Fall 2011 BAA Management of Technology 7

8. Department of Business Administration
College of Management
多元價值
2011/11/1 Fall 2011 BAA Management of Technology 8

9. Department of Business Administration
College of Management
實際VS 認知
2011/11/1 Fall 2011 BAA Management of Technology 9

10. Department of Business Administration
College of Management
市場主流設計與網路外部性的競爭
2011/11/1 Fall 2011 BAA Management of Technology 10

11. Department of Business Administration
College of Management
市場主流設計與網路外部系的競爭
2011/11/1 Fall 2011 BAA Management of Technology 11

12. Department of Business Administration
College of Management
Q1:
什麼因素決定一個產業是否可
能擁有一個或數個主流設計?
2011/11/1 Fall 2011 BAA Management of Technology 12

13. Department of Business Administration
College of Management
Q2:
主流設計對消費者是好的嗎?
對競爭者呢?對互補廠商呢?
對供應商呢?
2011/11/1 Fall 2011 BAA Management of Technology 13

14. Department of Business Administration Strategic Management of Technological Innovation
College of Management Melissa A. Schilling, New York University
贏者通吃的市場對消費者好嗎？
2011/11/1 Fall 2011 BAA Management of Technology 14