standardization are not so great. Since an initial
strategy determines whether a manufacturer receives
the right information of trend from consumers, the
adaptability (Weiss, 1996) is the key for catching up
with a market leader and for keeping its market
share as well as its loyal consumers.
Other influencing factors such as advertisement,
consumers’ forum, etc., seem to make the
manufacturer easier to dominate the market if their
products attract most of the consumers in the
beginning. However, it does not mean that this
situation cannot be altered, even though the change
seems to be pretty hard. The difficulty for one
manufacturer to snatch the dominator position is
positively correlated with the value of influence-
probability.
Competition become much more fierce when
potential manufacturers' market shares grow at a
faster speed and are aggressive such as certain
suppliers who want to expand to become a
manufacturer. Eliminating manufacturers who
occupy very limited market share with low profit
through competition happens easily.
4.2 Conclusions on the Hypotheses
In this Section, the six hypotheses that we posed in
Section 2 are assessed based on the simulation
results.
H1. An effective ECM brings low cost and high
efficiency to a company, which leads to higher
profits and market share.
H2. Our model focused on the relationship
between supplier & manufacturer using the game
theory of prisoner’s dilemma to see the consequence.
A higher level of cooperation helps both of them,
but especially the manufacturer.
H3. The ratio between initialized ECs and
necessary ECs tells what a manufacturer emphasizes.
However, the impact is observable only after some
time.
H4. Initiated EC may or may not be a major
contributor toward gaining market share, depending
on the circumstances such lead time. If a lead time
for EC implementation is relatively short, the
initialized EC makes little impact. However, if
competition is intense enough, the pressure from the
market and competitors may force manufacturer to
make initialized ECs more frequently, thus giving
consumers more satisfaction.
H5. Up to a certain point, increasing EC
frequency helps to attract more loyal consumers.
However, very frequent ECs introduce more
disruptions to the manufacturing system leading to
worse performance in market share gain.
H6. We considered EC risk, EC lead time and
EC complexity to differentiate different industries. A
high risk causes two extreme phenomena.
Manufacturers may gamble to pursue profits even
though they are sometimes temporary profit. Or they
may stay with a conservative strategy to keep
foreseeable market share. While at low EC risk, the
competition is being encouraged.
5 CONCLUSIONS
The model results confirm that it is useful to classify
ECs into initialized ECs and necessary ECs. Also,
the competitive nature of a market influences how a
firm should emphasize necessary EC vs. initialized
EC. The greater the competitions are, the greater the
need to emphasize initialized ECs exists. The
situation will necesseciate the adoption of new
technologies that promote customer satisfaction to
excitement rather than just satisfaction.
Another interesting result is that intelligent
manufacturer who combines forecasting and
feedback strategy and learns from past experience
performs best in most cases. Still, adaptive feed
forward and feedback strategy works even better in
some cases. A possible explanation for this
phenomenon is that even though intelligent
manufacturer learns from past, some changes happen
without any foreseeable notices. As a result, the
adaptive ones outplay intelligent ones since they
simply rely on difference between expectation and
reality.
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