Zusammenfassung
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⊙ Auf analytischer Ebene liegt mit der Netzwerkökonomik ein, umfangreiches Instrumentarium vor, um Aussagen bezüglich des Wettbewerbsverhaltens auf Netzeffektmärkten abzuleiten. Dem gegenüber steht die empirische Forschung noch am Anfang, obwohl bereits vor zehn Jahren auf die Notwendigkeit einer empirischen Fundierung hingewiesen wurde.
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⊙ Der Beitrag geht der Frage nach, inwieweit die in der Netzwerkökonomik angestellten Überlegungen seitdem in die Strategie-/Marketingforschung eingeflossen sind.
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⊙ Dazu wird mit Hilfe einer Literaturanalyse die Rezeption der Netzwerkökonomik in der Strategie-/Marketingforschung erhoben.
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⊙ Es zeigt sich, dass die Netzwerkökonomik—in der empirischen Forschung—nach wie vor einen geringen Stellenwert einnimmt. Wenngleich erste Beiträge vorliegen, die den Diffusions-und Adaptionsprozess von Netzeffektgütern hinterfragen, wird ein Forschungsdefizit konstatiert, das sich auf die Auseinandersetzung mit unternehmensstrategischen Fragen bezieht.
Summary
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⊙ On an analytical level the theory of network externalities is regarded as a strong instrument in order to explain the competitive behaviour of firms in network industries. In this paper we analyse to what extend this theory has an impact on the field of empirical research.
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⊙ Based on a literature survey we found that the theory of network externalities does not attract a great deal of attention. For instance we could not identify any paper which verifies the importance of penetration pricing.
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⊙ Further on we need a better understanding of new technologies and their impact on strategy policy in the context of network products. In this context the increasing popularity of open source software can be regarded as a matter of particular interest.
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Scherm, E., Maaß, C. Zum Stellenwert der Netzwerkökonomik in der Strategie-/Marketingforschung —Eine Analyse empirischer Untersuchungen. Zeitschrift für Planung 17, 27–46 (2006). https://doi.org/10.1007/s00187-006-0157-7
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DOI: https://doi.org/10.1007/s00187-006-0157-7