Leveraging technological externalities in complex technologies: Microsoft’s exploitation of standards in the browser wars
Leveraging technological externalities in complex technologies: Microsoft’s exploitation of standards in the browser wars
复制标题
利用复杂技术中的技术外部性：微软在浏览器战争中对标准的利用
DOI：
10.1016/j.respol.2003.09.002
复制
发表时间：
2004
期刊：
影响因子：
--
通讯作者：
P. Windrum
中科院分区：
文献类型：
--
作者：
P. Windrum
1995年8月，Netscape的Navigator浏览器拥有90%的安装用户基础，而微软的劣质浏览器的市场份额微不足道。到1999年8月，微软已经占领了76%的浏览器市场。现有的理论侧重于后进入者通过开发具有上级质量/价格性能的产品赢得标准竞争的能力。然而这并不能解释微软的成功。微软成功地利用了垂直相关市场的安装用户群，从Windows到IE。迄今为止，很少或根本没有注意到如何利用已安装的用户群。本文通过开发一个分析框架来解决这个问题，该框架基于耦合的Polya Urn模型，该模型捕捉了Netscape与Microsoft之战的动态。该框架强调了在垂直相关市场中控制专有标准的战略潜力。
Netscape enjoyed a 90% installed user base for its Navigator browser in August 1995 while the market share for Microsoft’s inferior quality browser was negligible. By August 1999, Microsoft had captured 76% of the browser market. Extant theory has focused on late entrants’ ability to win standards competitions through the development of products with superior quality/price performance. Yet this does not explain Microsoft’s success. Microsoft succeeded by leveraging installed user bases across vertically related markets, from Windows to IE. To date, little or no attention has been paid to the leveraging installed user bases. This paper addresses this by developing an analytical framework, based on a coupled Polya Urn model, that captures the dynamics of the Netscape–Microsoft battle. The framework highlights the strategic potency of controlling a proprietary standard in a vertically related market.