بررسی ساختار بازار و مناسب شرکت بر اساس برداشت های مصرف کننده در اطلاعات بازار فناوری پویا

Convergence between computing, home entertainment, and telecommunications has become a technologically driven reality during the nineties. However, little attention has been paid to how consumers will evaluate products resulting from the combination of these industries. Ultimately, it is consumer choice that will drive the economic success of companies participating in these markets and a precursor to that choice is high perceived utility. Utility in turn is determined by consumer beliefs about product attributes. This paper examines consumer perceptions of various existing electronic information product categories and calibrates preference for manufacturers that compete within them. It shows how manufacturers can be represented in the same perceptual space as categories, and it estimates the preference drivers of both product categories and suppliers overall, as well as supplier performance in specific categories. Analysis of the existing market provides a platform from which to examine how consumers will evaluate new categories. In particular, we examine the convergence of television sets and personal computers, and estimate how well different suppliers are positioned to take advantage of this evolving market, including strategic alliances between similar and diverse manufacturers.

The structure of high-technology markets involving dramatic changes in penetration among consumers and product functionality from suppliers is likely to be highly dynamic (Nystrom, 1990). Convergence between the communications and computer industries has attracted considerable attention from a supply-side perspective because of the new product opportunities that such technology provides. As this supply-side-driven trend occurs, a consumer perspective becomes critical to evaluate the likely market acceptance of new product categories. Consumer perceptions will also be a key factor in determining the success of specific manufacturers within them. Literature on choice between different new products is extensive (e.g. see Lilien et al., 1993 for a review). However, these approaches assume that consumers are able to accurately predict the utility that they expect to derive from the new product when they make a purchase decision (see Urban et al. 1993 for an exception). In this paper, we examine the structure of eight categories from three different information markets: communications, computers, and sound and vision. We analyze these categories separately and then look at the fit between the markets when integrated onto the same map. Morrison and Roberts (1998) demonstrate that if there is no perceived congruence between elements of the product mix, consumer acceptance will be low. We examine the congruence of the different categories to see if it will be a constraint on diffusion rates of integrated products crossing traditional category boundaries. In addition to looking at consumers' perceptions of new categories and the drivers of preference for them, we also examine the relative position of different manufacturers to succeed within them. Finally, we elicit consumers' reactions to joint ventures on cobranded products that have the potential to marry the best capabilities and associations of each supplier, but run the risk of also transferring negative associations.