| Research Abstract |
In this research, simulation analysis was conducted about the structure ofcommoditization, and the business behavior and the strategies in a commoditizing market. Based on analysis of the payoff matrix of the player in each stage of a product life cycle, the causes of commoditization were clarified using an analysis framework from game theory. While most of the features of the behaviors of the companies and some basis of the management strategies have been induced through the practical cases by the like of Christensen and Moon, this research challenged the presentation of the theoretical and deductive basis and attempted to offer a new perspective.
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