合作賽局 : 競合策略 (co-opetition)

1. 合作賽局:競合策略(co-opetition)

2. applications • Business :competition, auctions • Politics : election • 軍事外交:美中台關係 • Law : 制度設計(責任歸屬,..) • Biology • ….參考拙譯著

3. 非合作與合作賽局 • 非合作賽局: 競爭 • 同時出招: Normal form • 先後出招: extensive form • 合作賽局: 策略聯盟, 互補性 • 原版 • 網站 • 譯本

4. 產業競爭分析 • 1. B.S.C.P.G • 2. Porter Five Force • 3. SWOT

5. 波特的難題 1. 能將Intel 與 Microsoft置入Porter’s framework ? • 佳珍自助餐與世新的關係? • 為何選世新? • ~互補廠商 2. Business is not always “war”

6. The traditional way: • outsmarting the competitors capturing market share • beating up suppliers (痛擊) • locking up customers (套牢) • “ It is not enough to succeed. Other must fail.” (別人的痛苦是我的快樂)

7. But Business is not always “war” • listen to customers • work with suppliers • establish strategic partners even with competitors • Most business succeed only if others also succeed

8. Is business peace ? • No • Battles with competitors over market share • Fights with suppliers over cost • Conflicts with customers over price • 國親合?民進黨與台聯? • 立委選舉: 大選區時最大的敵人是同黨同志 • So what business is ?

9. So what business is ? • A New Mindset • “Business is cooperation when it comes to creating a pie and competition when it comes to dividing it up ” • Business is simultaneously war and peace—Co-opetition • You can cooperate without having to ignore your self-interest

10. Value Net

11. Defining “Complementor” or “Competitors ” • from customers’ perspective • from suppliers’ perspective

12. from customers’ perspective(1) • A player is your competitors if customers value your product less when they have the other player’s product than when have your product alone.若顧客因擁有其他參賽者的產品而降低對妳產品的評價時, 該參賽者就是你的競爭者 • Example: Coca-Cola and Pesi-Cola • Example: Intel and American airline may end up as competitors ~as videoconferencing takes off and becomes a substitutes for business trips. what else ?

13. from customers’ perspective(2) • A player is your complementor if customers value your product more when they have the other player’s product than when have your product alone.若顧客因擁有其他參賽者的產品而增加對妳產品的評價時, 該參賽者就是你的互補者 • Example: hot dog and mustard • 為何啤酒屋的花生與雞翅膀免費供應? • Example: 好停車對學校的評價 • what else?

14. from suppliers’ perspective • A player is your competitors if it is less attractive for a supplier to provide resource to you when it is also supplying the other player than when it is supplying you alone.若供應商因提供其他參賽者資源而降低對妳提供資源的吸引力時, 該參賽者就是你的競爭者 • Example: 老師: 世新與台科大 What else ?

15. from suppliers’ perspective • A player is your complementor if it is more attractive for a supplier to provide resource to you when it is also supplying the other player than when it is supplying you alone.若供應商因提供其他參賽者資源而增加對妳提供資源的吸引力時, 該參賽者就是你的互補者 • Note book 為何愈來愈便宜? • Example: Compaq and Dell competes for the limited supply of Intel’s chip. • Example: 華航,長榮與波音 • What else ?

16. Value Net for University

17. The elements of a “industry game” • P: Players~ customers, suppliers, competitors, complementors • A: Added value • R: Rules • T: Tactics (戰術) • S: Scope ~ PARTS

18. Quiz 0319 • 請簡述smartphone 的競爭歷史 • 何謂 horizontal differentiation • 為何 smartphone 的競爭是 horizontal differentiation • iphone 較 blueberry 有何優勢

19. QUIZ 03/26 • Q1: 何謂 Switching cost • Q2: 何謂 Number portability • Q3: 實施 Number portability 對產業結構的影響為何 ? 這與 product differentiation 有何關係?

20. Players • 先找出customers , suppliers • 再由customers’ perspective 與suppliers’ perspectives 找competitors

21. Added value • Your added value =The size of the pie when you are in the game - the size of the pie when you are out of the game. =What you bring to others • What you get from a game can not be more than what you bring, which is your added value.

22. Card game : 陳老師’s version • 陳老師 has 26 red cards • 26 students each has one black card • One red card and one black card together are worth $100. • Who will get what ?

23. 陳老師’s version • Q: Imagine that you are one of the students, and 陳老師 offers you $20 for you red card. Would you take it ? • A: The 50/50 split is the most likely outcome

24. Card game : 黃老師’s version • 黃老師 has originally 26 red cards • 太高興了, loses 3 cards • 26 students each has one black card • One red card and one black card together are worth $100. • Who will get what ?

25. 黃老師’s version • Q: Imagine that you are one of the students, and 黃老師 offers you $20 for you red card. Would you take it ? • A: you should accept any positive dollar , why ?

26. Added value :陳老師版 • Your added value =The size of the pie when you are in the game (2600) - the size of the pie when you are out of the game(2500) =What you bring to others(100) • 陳老師的added value =100 • What you get from a game can not be more than what you bring, which is your added value(100). • 每人分[0,100]

27. Added value :黃老師版 • Your added value =The size of the pie when you are in the game (2300) - the size of the pie when you are out of the game(2300) =What you bring to others (0) • What you get from a game can not be more than what you bring, which is your added value.~0 • 給你10已經很好了

28. 加薪? • 您老闆何時會同意加您薪水? • 您會要求多少? 您真的很重要? • 何時要求加薪會成功?

29. 增加added value 的方法 1. 讓自己不可替代且有市場價值 2. Shortage strategy ~ • Wii 缺貨~任天堂故技重施(1988 3. 帶進更多的供應商

30. Rules • Rules structure the way the game is played. • These rules come form custom, contracts, or law.

31. 一塊蛋糕, 你切我選, 如何切? • If you know the other side’s value, go first • If you are uncertain, better to go second

32. Rules and Tactics 拆夥:好聚好散 • 如果你與你的朋友合夥成立一家公司 • 多年以後, 有人想拆夥 • 拆夥的規則如下: • 由其中一人提出價碼 • 另一人選”買”或是”賣” ?如果是你提出價錢, 你會提多少? 由你先提?

33. Scope • Epson’s Entry in Laser Printers • 1989, three types of printers: • dot-matrix ( $550, Epson) • ink-jet ($650, HP) • Laser ($2,200, HP, fast growing)

34. Epson’s mistake • 推 EPL-6000 • HP price competition • Hurt HP’s sales of ink-jets, • HP promoted ink-jets • Then,….

35. what was Epson’s mistake ? • It misunderstood the scope of the printer game • 牽一髮, 動全局 • 全觀,綜觀,……非部分均衡, 一般均衡