Abstract
In this paper we model the strategic behavior of firms competing in duopolistic environments with a loyal customer base and formalize their decision to delay the introduction of the most technologically developed product available. The proposed model extends and complements the partial approaches studied in the economic, management and operations research literatures. The former emphasizes the role of the strategic knowledge spillovers that may take place among competing firms because of their incentives to introduce technologically superior products while assuming the acceptance of such products by customers as given. The second defines its technology acceptance model based on the demand side of the economic system without considering the resulting strategic interactions that arise among the firms. The latter addresses the effect that signals about a new technology have on the information acquisition behavior of decision makers (DMs) but does not consider the capacity of DMs to account for several product characteristics and their interaction when acquiring information. Using a duopolistic innovation game model we illustrate how the existence of loyal customer bases allows for higher expected payoffs when generating monopolized markets but decreases the incentives of firms to introduce the most technologically developed product available. The signaling equilibria of the game are determined by demand-based factors and the incentives of customers to acquire information on the existing products in the market. Among the main implications of our model is also the fact that the availability of decision support systems that can be used by DMs through their information acquisition processes would improve the quality of the technology being introduced in the market and increase the firms’ probability of success.
Similar content being viewed by others
References
Abdolvand, N., Albadvi, A., & Aghdasi, M. (2015). Performance management using a value-based customer-centered model. International Journal of Production Research. doi:10.1080/00207543.2015.1026613.
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20, 123–138.
Arruda-Filho, E. J. M., Cabusas, J. A., & Dholakia, N. (2010). Social behavior and brand devotion among iPhone innovators. International Journal of Information Management, 30, 475–480.
Arruda-Filho, E. J. M., & Lennon, M. M. (2011). How iPhone innovators changed their consumption in iDay2: Hedonic post or brand devotion. International Journal of Information Management, 31, 524–532.
Aytac, B., & Wu, S. D. (2013). Characterization of demand for short life-cycle technology products. Annals of Operations Research, 203, 255–277.
Bagozzi, R. P. (2007). The legacy of the technology acceptance model and a proposal for a paradigm shift. Journal of the Association for Information Systems, 8, 244–254.
Bai, C., & Sarkis, J. (2014). Supplier development investment strategies: A game theoretic evaluation. Annals of Operations Research. doi:10.1007/s10479-014-1737-9.
Baumol, W. J. (2010). The microtheory of innovative entrepreneurship. Princeton: Princeton University Press.
Belk, R., Ger, G., & Askegaard, S. (2003). The fire of desire: A multisited inquiry into consumer passion. Journal of Consumer Research, 30, 326–351.
Bohlmann, J. D., Golder, P. N., & Mitra, D. (2002). Deconstructing the pioneer’s advantage: Examining vintage effects and consumer valuations of quality and variety. Management Science, 48, 1175–1195.
Burnham, T., & Mahajan, V. (2003). Consumer switching costs: Typology, antecedents, and consequences. Journal the Academy of Science, 32, 109–126.
Christensen, C. M. (1997). The innovator’s dilemma: When new technologies cause great firms to fail. Boston, Massachusetts: Harvard Business School Press.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13, 319–340.
Di Caprio, D., Santos Arteaga, F. J., & Tavana, M. (2014). The optimal sequential information acquisition structure: A rational utility-maximizing perspective. Applied Mathematical Modelling, 38, 3419–3435.
Feick, L., Lee, J., & Lee, J. (2001). The impact of switching costs on the customer satisfaction-loyalty link: Mobile phone service in France. Journal of Services Marketing, 15, 35–48.
Ferrell, O. C., & Hartline, M. (2012). Marketing Strategy (6th ed.). Nashville: South-Western College Pub.
Hanusch, H., & Pyka, A. (Eds.). (2007). Elgar companion to neo-schumpeterian economics. Cheltenham, UK: Edward Elgar.
Hartung, P. H., & Fisher, J. L. (1965). Brand switching and mathematical programming in market expansion. Management Science, 11, B-231–B-243.
Hendricks, K. B., & Singhal, V. R. (2008). The effect of product introduction delays on operating performance. Management Science, 54, 878–892.
Herbon, A. (2014). Dynamic pricing vs. acquiring information on consumers’ heterogeneous sensitivity to product freshness. International Journal of Production Research, 52, 918–933.
Jones, M., Mothersbaugh, D., & Beatty, S. (2000). Switching barriers and repurchase intention in services. Journal of Retailing, 76, 259–274.
King, W. R., & He, J. (2006). A meta-analysis of the technology acceptance model. Information and Management, 43, 740–755.
Laksana, K., & Hartman, J. C. (2010). Planning product design refreshes with service contract and competition considerations. International Journal of Production Economics, 126, 189–203.
Lee, Y., Kozar, K. A., & Larsen, K. R. T. (2003). The technology acceptance model: Past, present, and future. Communications of the Association for Information Systems, 12, 752–780.
Lee, M., Lee, C., & Wu, C. (2009). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45, 1091–1111.
Li, Y., & Jin, Y. H. (2009). Racing to market leadership: Product launch and upgrade decisions. International Journal of Production Economics, 119, 284–297.
Liu, Y., Li, H., Peng, G., Lv, B., & Zhang, C. (2015). Online purchaser segmentation and promotion strategy selection: Evidence from Chinese e-commerce market. Annals of Operations Research, 233, 263–279.
Malerba, F., Nelson, R., Orsenigo, L., & Winter, S. (2007). Demand, innovation, and the dynamics of market structure: The role of experimental users and diverse preferences. Journal of Evolutionary Economics, 17, 371–399.
Mas-Colell, A., Whinston, M. D., & Green, J. R. (1995). Microeconomic Theory. New York: Oxford University Press.
Mittal, B., & Lee, M. (1989). A causal model of consumer involvement. Journal of Economic Psychology, 10, 363–389.
Nelson, R. R., & Winter, S. G. (1985). An evolutionary theory of economic change. Cambridge: Belknap Press.
Netessine, S., & Tang, C. S. (2009). Consumer-driven demand and operations management models. New York: Springer.
Premkumar, G., & Bhattacherjee, A. (2008). Explaining information technology usage: A test of competing models. Omega, 36, 64–75.
Qiasi, R., Baqeri-Dehnavi, M., Minaei-Bidgoli, B., & Amooee, G. (2012). Developing a model for measuring customer’s loyalty and value with RFM technique and clustering algorithms. The Journal of Mathematics and Computer Science, 4, 172–181.
Roberts, F. S. (2008). Computer science and decision theory. Annals of Operations Research, 163, 209–253.
Salem Khalifa, A. (2004). Customer value: A review of recent literature and an integrative configuration. Management Decision, 42, 645–666.
Santouridis, I., & Trivellas, P. (2010). Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece. TQM Journal, 22, 330–343.
Simon, H. A. (1997). Administrative behavior. New York: The Free Press.
Smith, J. E., & Ulu, C. (2012). Technology adoption with uncertain future costs and quality. Operations Research, 60, 262–274.
Su, M., & Rao, V. R. (2011). Timing decisions of new product preannouncement and launch with competition. International Journal of Production Economics, 129, 51–64.
Tavana, M. (2004). A subjective assessment of alternative mission architectures for the human exploration of Mars at NASA using multicriteria decision making. Computers & Operations Research, 31, 1147–1164.
Tavana, M., Di Caprio, D., & Santos-Arteaga, F. J. (2014). An optimal information acquisition model for competitive advantage in complex multiperspective environments. Applied Mathematics and Computation, 240, 175–199.
Tellis, G. J., Yin, E., & Niraj, R. (2009). Does quality win? Network effects versus quality in high-tech markets. Journal of Marketing Research, 46, 135–149.
Von Riesen, D., & Herndon, N. (2011). Consumer involvement with the product and the nature of brand loyalty. Journal of Marketing Channels, 18, 327–352.
Wang, Y. S., Tang, T. I. J., & Tang, T. D. (2001). An instrument for measuring customer satisfaction toward web sites that market digital products and services. Journal of Electronic Commerce Research, 2, 89–102.
Yang, B., Burns, N. D., & Backhouse, C. J. (2004). Management of uncertainty through postponement. International Journal of Production Research, 42, 1049–1064.
Yenipazarli, A. (2015). A road map to new product success: Warranty, advertisement and price. Annals of Operations Research, 226, 669–694.
Zhang, D., & Cooper, W. L. (2008). Managing clearance sales in the presence of strategic customers. Production and Operations Management, 17, 416–431.
Zhou, E., Zhang, J., Gou, Q., & Liang, L. (2015). A two period pricing model for new fashion style launching strategy. International Journal of Production Economics, 160, 144–156.
Acknowledgments
The authors would like to thank the anonymous reviewers and the editor for their insightful comments and suggestions.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Tavana, M., Di Caprio, D. & Santos-Arteaga, F.J. Loyal customer bases as innovation disincentives for duopolistic firms using strategic signaling and Bayesian analysis. Ann Oper Res 244, 647–676 (2016). https://doi.org/10.1007/s10479-016-2114-7
Published:
Issue Date:
DOI: https://doi.org/10.1007/s10479-016-2114-7