2013 Fiscal Year Final Research Report
A study for optimal investment strategies for diffusing products and services
| Project/Area Number |
23730365
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Business administration
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| Research Institution | Aoyama Gakuin University |
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Principal Investigator |
OUCHI NORITOMO 青山学院大学, 理工学部, 准教授 (10583578)
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| Project Period (FY) |
2011 – 2013
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| Keywords | 普及戦略 / 普及モデル / マルチエージェント / ネットワークの外部性 / サイド内ネットワーク効果 / サイド間ネットワーク効果 |
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| Research Abstract |
In recent years, diffusion strategy is becoming more important for firms to achieve competitive advantages. Aiming at providing suggestions for optimal investment strategies for diffusing products and services, this study attempted to analyze factors influencing diffusion, and elucidate impacts of strategy on diffusion. This study clarified that impacts of cross-side network effects are different corresponding to product features and stages of its diffusion. Additionally, it was found that cultural factors also have impacts on diffusion. Furthermore, this study demonstrated the appropriate pricing strategy on the basis of the impact of network effects, and showed the effective method of weekly advertising budget allocation depending on product characteristics.
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