A case study of the dynamics of the market share of a Taiwanese smartphone company.
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2019-07-18
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en
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The research aims to analyze the interplay dynamics of “time to market” and “product quality” underlying the structure that drives the problematic symptom of the declining market share of a Taiwanese smartphone company using a system dynamics approach. Simultaneous consideration of both factors is studied to enhance insight into their joint effect that creates the dynamics of market share. A high-leverage policy intervention point is proposed to alleviate the symptom. In addition, policy effectiveness and policy combination analysis are also discussed to provide insights into a sustainable solution for market share growth and business development. The lessons learned from the policy analysis emphasizes the importance of product quality that also determines product lifetime, product discard rate and customer retention rate. The simulation model in the research has demonstrated its usefulness as a simulator for policy-making suggestions and insights learning in the case of substitution among successive product development.
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Faculteit der Managementwetenschappen