Technology Regulation and Production Timing in a Co-Opetitive Supply Chain

Posted: 5 Jan 2018 Last revised: 18 Apr 2019

See all articles by Baozhuang Niu

Baozhuang Niu

School of Business Administration, South China University of Technology

Kanglin Chen

South China University of Technology - School of Business Administration (SBA)

Xin Fang

Singapore Management University - Lee Kong Chian School of Business

Xiaohang Yue

University of Wisconsin - Milwaukee - Sheldon B. Lubar School of Business

Xin Wang

Hong Kong University of Science & Technology (HKUST) - Dept. of Industrial Engineering and Decision Analytics

Date Written: January 1, 2018

Abstract

Motivated by Google’s technology regulation practice in Android device industry, we consider firms’ decisions on production timing in a co-opetitive supply chain comprising a manufacturer and an original equipment manufacturer (OEM), where the manufacturer acts as the OEM’s upstream contract manufacturer and downstream competitor. Demand is uncertain, and depends on the market acceptance of key product features and designs. If a firm decides to implement ex-post production strategy (PS), it can delay the production until the market acceptance of its product is realized. Otherwise, ex-ante production strategy (AS) is implemented and the early commitment value is enjoyed. We find that, in the coopetive supply chain, PS does not always benefit either the manufacturer or the OEM, because the value of market acceptance realization is diminished by competition and the effect of early commitment under AS. Further, firms’ decisions on production timing are influenced by the degree of market acceptance uncertainty of their products, which can be low if the product design fits consumer expectations well. Both firms choose PS when they are at the risk of high uncertainty, while only one of them chooses PS when their uncertainty is moderate or high. Interestingly, when the competition is intense, the manufacturer tends to choose PS, because it can benefit from both the realized market acceptance and OEM’s early commitment.

Keywords: Market Acceptance; Co-Opetition; Technology Regulation; Production Timing Decisions

Suggested Citation

Niu, Baozhuang and Chen, Kanglin and Fang, Xin and Yue, Xiaohang and Wang, Xin, Technology Regulation and Production Timing in a Co-Opetitive Supply Chain (January 1, 2018). Available at SSRN: https://ssrn.com/abstract=3095221

Baozhuang Niu (Contact Author)

School of Business Administration, South China University of Technology ( email )

Wushan
Guangzhou, AR Guangdong 510640
China

Kanglin Chen

South China University of Technology - School of Business Administration (SBA) ( email )

Wushan
Guangzhou
China

Xin Fang

Singapore Management University - Lee Kong Chian School of Business ( email )

469 Bukit Timah Road
Singapore 912409
Singapore

Xiaohang Yue

University of Wisconsin - Milwaukee - Sheldon B. Lubar School of Business ( email )

P.O. Box 742
3202 N. Maryland Ave.
Milwaukee, WI 53201-0742
United States

Xin Wang

Hong Kong University of Science & Technology (HKUST) - Dept. of Industrial Engineering and Decision Analytics ( email )

Hong Kong

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