Asia pacific journal of information systems

  • 제34권4호
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  • Pages.1101-1114
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  • 2024
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  • 2288-5404(pISSN)
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  • 2288-6818(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
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Smart Product Launch Strategy Lessening Information Asymmetry

  • 투고 : 2024.07.05
  • 심사 : 2024.10.06
  • 발행 : 2024.12.30
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초록

We explore how consumers' willingness to share their information with companies, and how much information companies should obtain to design their products, based on the attributes of value that become increasingly evident over time in the escalating use of personal information and the uncertainty of product quality. We discuss product launch strategies for smart devices influenced by the future value through consumer learning. In a dual program strategy, the scope of data sharing with relatively weak third parties increases, and if the benefits to consumers from future certainty increase, the price difference between the two products decreases. We show that if the future rewards from certainty by consumer learning is above a certain level, it is advantageous for the company to use a dual program strategy, whereas if it is below the level, a single program strategy is dominant. We also find that if the network effects are strong, a dual program is profitable, and if the network effects are weak, the operational strategy depends on the level of certainty rewards.

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