UC Berkeley

This dissertation examines product positioning and development strategies by firms. Product strategies not only determine a firm's performance, but they also influence the types of goods that are available in the market. I conduct empirical evaluations on how rivalries shape product decisions, and propose a framework that guides firms to devise incentive schemes to spur new ideas which are vital to the development of innovative products.

I begin by focusing on product differentiation strategy among rivals. I develop a theoretical model on programming choice by rival broadcasters in the media industry. The model predicts that the level of product differentiation is determined by the relative strengths of the rivals. I test this model using data from the Chinese satellite television industry. I analyze dynamic product positioning activities of 30 satellite television channels with respect to their dominant rival. Consistent with theory, the empirical evidence shows that weaker firms are more responsive when compared to the stronger ones to differentiate their products from the dominant rival.

In a second study, I focus on product imitation strategy among rivals. I empirically examine whether rivals imitate each other when they operate in uncertain market environments. Using data from the Chinese satellite television industry, I analyze product spatial distances between the satellite television channels before and after the commercialization of the dominant rival. I find that rivals cluster in product space when they are attacked by the dominant rival. Moreover, the level of clustering is most intense immediately following the industry shock, and less so as time progresses. I find mixed evidence on firms selectively cluster with rivals that are perceived to possess superior market information.

In the final essay, co-authored with John Morgan, we propose how firms may employ tournament incentive schemes to stimulate innovations which are essential to creating new products. Governments and foundations have successfully harnessed tournaments to generate innovative ideas. Yet this tool is not widely used by firms. We offer a framework for managers seeking to organize tournaments for ideas. We present the theoretical underpinnings of tournaments. We then connect the theory with three recent business concepts - the power of the network, the wisdom of crowds, and the leverage of intrinsic motivations - that boost the effectiveness of tournaments.