【正文】 it involves fewer resources and is relatively easy to implement and reverse 20 Factors Affecting Likelihood of Attack: ? First movers allocate funds for – product innovation and development – aggressive advertising – advanced research and development ? First movers can gain – the loyalty of customers who may bee mitted to the firm’s goods or services – market share that can be difficult for petitors to take during future petitive rivalry First mover incentives First Mover Incentives 21 Second Mover 跟隨第一行動者的競爭性行動而行動的企業(yè) (可享有搭便車效果 ) 第二行動者通常是的第一模仿行動者 第二行動者掌握部分顧客與顧客忠誠 避免部分第一行動者所面臨的未知市場風(fēng)險 成功與否決定於反應(yīng)的速度 (愈快與有利 ) 必須擁有模仿的必要能力 第二行動者 22 Size Factors Affecting Likelihood of Attack: ? Small firms are more likely – to launch petitive actions – to be quicker in doing so ? Small firms are perceived as – nimble and flexible petitors – relying on speed and surprise to defend their petitive advantages or develop new ones while engaged in petitive rivalry ? Small firms have the flexibility needed to launch a greater variety of petitive actions First mover incentives Size 23 Factors Affecting Likelihood of Attack: ? Large firms are likely to initiate more petitive actions as well as strategic actions during a given time period ? Large anizations monly have the slack resources required to launch a larger number of total petitive actions First mover incentives Size Size “ Think and act big and we’ll get smaller. Think and act small and we’ll get bigger.” Herb Kelleher, Former CEO, Southwest Airlines 24 Quality Factors Affecting Likelihood of Attack: ? Quality exists when the firm’s goods or services meet or exceed customers’ expectations First mover incentives Size Quality ? Product quality dimensions include – Performance性能 – Features特徵 – Flexibility彈性 – Durability耐久性 – Conformance構(gòu)造 – Serviceability有用性 – Aesthetics美感 – Perceived quality品質(zhì)知覺 25 Quality Factors Affecting Likelihood of Attack: ? Quality exists when the firm’s goods or services meet or exceed customers’ expectations First mover incentives Size Quality ? Service quality dimensions include – Timeliness及時 – Courtesy殷勤 – Consistency一致 – Convenience方便 – Completeness完整 – Accuracy準確 26 Factors Affecting Likelihood of Response ? Firms study three factors to predict how a petitor is likely to respond to petitive actions – type of petitive action – reputation – market dependence 27 Factors Affecting Likelihood of Response: ? Strategic actions receive strategic responses ? Tactical responses are taken to counter the effects of tactical actions ? Strategic actions elicit fewer total petitive responses ? A petitor likely will respond quickly to a tactical action ? The time needed to implement and assess a strategic action delays petitors’ responses Type of petitive action Type of Competitive Action 28 Reputation Factors Affecting Likelihood of Response: ? An actor