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Multi-Homing Revisited: Level of Adoption and Competitive Strategies

业务 产业组织 直觉 归巢(生物学) 利润(经济学) 网络效应 微观经济学 营销 多归宿 竞赛(生物学) 经济 互联网 计算机科学 认识论 哲学 万维网 生物 因特网协议 生态学
作者
Anitesh Barua,Rajiv Mukherjee
出处
期刊:Management Information Systems Quarterly [MIS Quarterly]
卷期号:45 (2): 897-924 被引量:22
标识
DOI:10.25300/misq/2021/15416
摘要

Aided by the increasing ease of use, lower adoption cost, and higher network benefits, consumers are demonstrating a strong propensity to concurrently use competing firms’ products or services. Depending on their relative preference for a firm, such “multi-homing” consumers may adopt each firm partially and therefore contribute to the network benefits of no firm fully, as would be the case with single-homing. Consumers’ level of adoption of competing products is a key feature of multi-homing, which, while observed widely in practice, has not previously been studied in the literature. Through a series of analytical models, we demonstrate the important role of this construct in the pricing and capability-related decisions of competing firms. Our results provide several new insights, which suggest that as multi-homing (M) settings become common across industries, technology strategists and managers should exercise caution against simply extrapolating insights from single-homing (S) settings, where consumers adopt only one firm, or from M settings, where the level of adoption is not accounted for. Specifically, in markets where competing products are not well differentiated, contrary to intuition, we find that under price competition, a firm’s profit can be hurt by high levels of adoption by multi-homing consumers; further, in markets where prices are inflexible, a firm with a higher level of adoption can succeed even with a lower level of capability innovation relative to that of an S setting. In contrast to single-homing settings, we show that firms in M settings need to mitigate uncertainty regarding network benefits if the level of adoption is low. Finally, we explore the role of adoption level in two-sided markets and demonstrate that if one side does not have a strong preference for a platform, then, contrary to prevailing wisdom, the latter need not strongly subsidize the other side of the market.

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