Why and How Quality Wins over Network Effects and What it Means
Why and How Quality Wins over Network Effects and What it Means
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质量为何以及如何战胜网络效应及其意味着什么
DOI：
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发表时间：
2008
期刊：
影响因子：
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通讯作者：
Eden Yin
中科院分区：
文献类型：
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作者：
G. Tellis;Rakesh Niraj;Eden Yin
网络是一个重要而有趣的现象，它在当代高科技市场中越来越普遍。文献中的许多论文都探讨了网络效应如何导致反常的市场。与这一观点相反，Tellis， Yin和Niraj（2009）认为，即使存在网络效应，质量也很重要，网络效应增强而不是压倒了质量的作用。Brown and Morgan（2009）、Ratchford（2009）、Rossi（2009）、Reibstein（2009）和Shugan（2009）的深刻评论似乎一致认为，Tellis、Yin和Niraj（2009）的证据是有说服力的。然而，评论提出了一些重要的问题，丰富了结构的意义和对研究结果的解释。它们为今后的研究提供了丰富的方向。
Networks are an important and very interesting phenomenon, which is increasingly prevalent in contemporary high-tech markets. Many papers in the literature have explored how network effects can lead to perverse markets. Contrary to this position, Tellis, Yin and Niraj (2009) suggest that quality is important even in the presence of network effects, which enhances rather than overwhelms the role of quality. The insightful commentaries of Brown and Morgan (2009), Ratchford (2009), Rossi (2009), Reibstein (2009), and Shugan (2009) seem to concur that the evidence of Tellis, Yin and Niraj (2009) is persuasive. However, the commentaries raise a number of important issues that enrich the meaning of the constructs and the interpretation of the findings. They provide a wealth of directions for future research.