 .    ,  -  
 


  () 
      ,         .            .

      .   ࠖ  ,      .           .

       (     ) Wayfair  Spotify     Amazon  Apple.     ,        .     Microsoft   .          ,       .

                 ,        .



   

   ,          .

    .





 

 .    ,  -  



  .

                    .



2021 Ron Adner

   , , .  ,  , 2023


* * *


 ,      







.  :   ,   


 蠖  .    ?          ,     ,    ,       :      ,       ,      ,      .   ,   ,      .

 ࠖ     .         ,   .         ,     . ?       ,          .

    , 堖  .

  ,            ,         .           ,    ,  ,   .            ,   .        ,        ,          ,       .

     ,    :   . ,      , ,    ,      ,   .       :    ,      .

      ,       .    ,        , , ,     .       蠖          .      ,   ,       蠖 , ,  堖           .

      .        ,      .        ,           .            蠖      .    ࠖ    ,    ,     ,     .

 ,          .       .        ,     ,  ,   ,   ,    ,  蠫.

,   ,     ,        . ,   ,       ,  ,   ,    ,   .

 ,      ,          ?

    ,       ?

             ?

     ,    ?

     ?    ,   ?

          -?

           ?

                ,         ,     ,      .           ⠖    ,        ,     ,       ,    .     :    ,       .

  ,     ,        .      -             .          ,   .

               .   ,   :  ,   ,            .      ,  ,   ,    ,  .     ,     ,        ,      .




 1.  

. 1.     

 : Kodak

:  ;  

. 2.  

 : Wayfair  Amazon; TomTom  Google; Spotify  Apple

:    

. 3.  

 : Amazon Alexa;  ; ASSA ABLOY

: ;  ;  

. 4.     

 : Tesla   ; Wolters Kluwer; 23andMe; Zebra Technologies

:  ;   

. 5.  -

 : Apple   ;  ; GE Predix;   ; Microsoft  IBM

:    ;  

. 6.    

 : Microsoft Azure

:  

. 7.     

 :

:


    ,       ,     .   ,          : 堖   ,   .     .        .

   .            : ,    ,     .    ,            .  , 堖   ,     ,     ,       .

  ,   ,           .        ;        ⠖       Fortune 100,    .   ,    ,         .  ,      ,         .           ?        ?    ?       ,  젖   ?   :    ,           ?

   . 堖 ,       .



  ,      ,   ,     www.ronadner.com (http://www.ronadner.com/)[1 -    . . .].




 1.     堖  


     - ,  - 頖   頖 .

 

    .   Kodak,    ,   2012   ,      .   : 1975 Kodak      ,              . Kodak      . Sony, Hewlett Packard    Kodak       ,      ,      .

 Kodak              :             .    Kodak  , , ,           ,      .     ,    ?   ,  ,    .     ,     Kodak!    ,     .

 Kodak  ,      ,   .   ࠖ   ,       .    .      Kodak,      ,    ,      .   ,  ,   ,    ,  ,   ,       ,  .      , ,   Kodak    ,           -  .   젖      .

  Kodak    ,    ( )      ,       :    ,  ,        .         ,     .     ,   젖 ,    頖    ,   Kodak   .

,  ,  Kodak     ,     ?, ࠫ ,    ,  ?.

       ࠖ  .     ,    ,   ,      ,      ,   ,           :    ,       .

    堖 ,     ,        .  ,   .          ,          ,      .

  Kodak  :      ,   ,       .   -  ,      :       .           ,    ,        ,     .

     Kodak,        .      (      ),     : ,  , ,    ,  ,   , ,  .       ,   -    ,   .  ,  ,      ,        蠖  , -        ,   ,  蠖  .         ,                .


  Kodak

  Kodak   1975   ,    ,   :         ,   ,    ? Kodak         : 19801990-     5  (45%   )   [2 - Ernest Scheyder, Focus on Past Glory Kept Kodak from Digital Win, Reuters, January 19, 2012, https://www.reuters.com/article/us-kodak-bankruptcy-idUSTRE80I1N020120119 (https://www.reuters.com/article/us-kodak-bankruptcy-idUSTRE80I1N020120119).],[3 -          . . .],        ,  2000    [4 - Ben Dobbin, Digital Camera Turns 30 Sort of, NBC News, updated September 9, 2005, http://www.nbcnews.com/id/9261340/ns/technology_and_science-tech_and_gadgets/t/digital-camera-turns-sort/#.XKt2UxNKjFw (http://www.nbcnews.com/id/9261340/ns/technology_and_science-tech_and_gadgets/t/digital-camera-turns-sort/#.XKt2UxNKjFw).],    .

   ,    ,    ,   1990-      .     ,   ,         Kodak.     ,      :  , ,   .       Kodak 2012.       ,        [5 -   Kodak 11-       2013;       .   Kodak     . . .].

    Kodak  2000,   CEO[6 - CEO (Chief Executive Officer)  . . .]   , -,        ,  ,    ,           ,   .               ,  .    ,      .            Kodak,   [7 - Kodak press release, September 25, 2003. Reposted in Digital Technology Review, Kodak Unveils Digitally Oriented Strategy, https://www.dpreview.com/articles/1030464540/kodakdigital (https://www.dpreview.com/articles/1030464540/kodakdigital).].

   ,   ,  Kodak    .      ,     . , 2001   Ofoto.com (http://ofoto.com/) ( Kodak Gallery),   -,      ,     . -,     Kodak    .  2002    12%  [8 - Kodak Is the Picture of Digital Success, Bloomberg, January 4, 2002, http://www.bloomberg.com/bw/stories/2002-01-03/kodak-is-the-picture-of-digital-success (http://www.bloomberg.com/bw/stories/2002-01-03/kodak-is-the-picture-of-digital-success).].  Bloomberg  Kodak   .

ʠ2005 Kodak         ( 堖  ),   ⠖ Canon Sony.    ,       ,  2006         27000 [9 - Mistakes Made on the Road to Innovation, Bloomberg, November 27, 2006, http://www.bloomberg.com/bw/stories/2006-11-26/mistakes-made-on-the-road-to-innovation (http://www.bloomberg.com/bw/stories/2006-11-26/mistakes-made-on-the-road-to-innovation).]. Kodak       ,  2007        2,35 .  ,    ,  ,  ,            堖       .       Hewlett Packard,      Kodak          . ,  ,        ,        .      ,     [10 - Amy Yee, Kodaks Focus on Blueprint for the Digital Age, Financial Times, January 25, 2006, https://www.ft.com/content/c04a65cc-8de0-11da-8fda-0000779e2340 (https://www.ft.com/content/c04a65cc-8de0-11da-8fda-0000779e2340).].

Kodak          .

-,  ,         .      2700   (3,79).   BBC      ,  2018,    ,   ,     5[11 - 10 Most Expensive Liquids in the World 2018: Emily Bella, The 10 Most Expensive Liquids in the World, BBC News Hub, December 15, 2017.].     HP  2000:         -,          [12 - Bill Sullivan, senior VP at Hewlett Packard spin-off Agilent, quoted in Sam Lightman, Creating the Tools for the Pioneers, Measure, March-April 2000, 1819, http://hparchive.com/measure_magazine/HP-Measure-2000-03-04.pdf (http://hparchive.com/measure_magazine/HP-Measure-2000-03-04.pdf).].          .

-, Kodak ,            :   ,   ,      ,           .    Kodak     蠖 ,           ,       .  2004      ,  400   [13 - William M. Bulkeley, Kodak Sharpens Digital Focus on Its Best Customers: Women, Wall Street Journal, updated July 6, 2005, http://www.wsj.com/articles/SB112060350610977798 (http://www.wsj.com/articles/SB112060350610977798).].          Kodak 2005     Fuji 4859  Walgreens[14 -    . . .],         .  2006 Kodak     Walmart, Kmart, Target CVS[15 -       . . .][16 - Kodak Investor Review Kiosks, WW Kiosk SPG Consumer Digital Group, November 2006, 2, http://media.corporate-ir.net/media_files/IROL/11/115911/reports/consumer1106.pdf (http://media.corporate-ir.net/media_files/IROL/11/115911/reports/consumer1106.pdf).];            .    ,   200000        .  ,       3949,       [17 - Marcia Biederman, Meet You at the Photo Kiosk, NewYork Times, March 17, 2005, https://www.nytimes.com/2005/03/17/technology/circuits/meet-you-at-the-photo-kiosk.html (https://www.nytimes.com/2005/03/17/technology/circuits/meet-you-at-the-photo-kiosk.html).].  2007 90000 Kodak        蠖    [18 - Eastman Kodak Company, 2007 Annual Report, December 31, 2007, 5, http://www.annualreports.com/HostedData/AnnualReportArchive/e/NASDAQ_KODK_2007.pdf (http://www.annualreports.com/HostedData/AnnualReportArchive/e/NASDAQ_KODK_2007.pdf).].

    ,  Fuji,      ,  Walgreens?        .            ,     .

 Kodak      , ,  -  ,       ,         . ʠ2010         ,   Hewlett Packard, Lexmark Canon[19 - Willy Shih, The Real Lessons from Kodaks Decline, MIT Sloan Management Review, May 20, 2016, https://sloanreview.mit.edu/article/the-real-lessons-from-kodaks-decline/ (https://sloanreview.mit.edu/article/the-real-lessons-from-kodaks-decline/).].  2011  :  ,   [ ]    [20 - Andrew Martin, Negative Exposure for Kodak, NewYork Times, October 20, 2011, http://www.nytimes.com/2011/10/21/business/kodaks-bet-on-its-printers-fails-to-quell-the-doubters.html (http://www.nytimes.com/2011/10/21/business/kodaks-bet-on-its-printers-fails-to-quell-the-doubters.html).].   -      .

 :  Kodak    .   ,    ,   .1.1, , Kodak  .      :             .   .   .






.1.1.  ,       



     ?

       :  Kodak           .       ,        ,     ,    ,   . Kodak    ,    ,     ,  ,               . Kodak     - ,        ,  -    .     ,    .

      ?   ,     ,   .     ?   .      ,        .  ,   ,   :   Kodak,  ,     ,   ,       ,    .  2019     50 ,          .

 , Kodak        ,        .     .


   

 Kodak    堖       .               .

 Kodak  ,    , ,        .        .   Kodak    ?      ? ,   ,       ?

    .     ,     ,   ,         ,    ?       ?   ,       ,    ?

,   .  ,      .       ,          ,         .

 .



     

  Kodak     ,     .   Nokia     ,     .   ⠖   ,        .      .

             頖  -,        ,    .  :



   (, Sumco) ?     (, Intel) ?   (, Lenovo).


          .   ,    . ,    ,    :



   ?   ?  (, Best Buy).


   -   ,        ,      ,    .     ,         : Ford  General Motors   , Kelloggs  General Mills    , ABC  NBC    . C           ,   ,       堖       [21 -  2008       , ,    ,      :       ; . Michael E. Porter. The Five Competitive Forces That Shape Strategy. Harvard Business Review 86, no.1 (2008): 2540; 38.         :   ,    ,    ,           .   , ,  ,   .].

    젖    ,   ,         ,     ,    ,       ,      . , -   Southwest     ; -  ,   Nucor[22 -  1960-    Nuclear Corporation of America,    蠖   ,    ,          . -         -   . . .],   ,    3,5,    ,    .  -         ,  ,    ,     ,         [23 - Clayton Christenson, The Innovators Dilemma: When New Technologies Cause Great Firms to Fail (Boston: Harvard Business School Press, 1997).].

    ,    .     ,          : Southwest   , Nucor ,    .         ,        ,      .    .

       ,       .         .      :   ,   ,       ,    ,   .

      ,         : CVS, Walgreens       ,   ,           .   ,     ,       .   CVS,   CVS Health,        (       ,  2014,     ,   2   ),  MinuteClinic ( ,       ), Caremark (     ,       94  ), Aetna (     ,    37,9 ).        , CVS Health          .      [24 - Ellie Kincaid, CVS Health CEO Larry Merlo Says Completed Purchase of Aetna Will Create A New Healthcare Model, Forbes, November 29, 2018, https://www.forbes.com/sites/elliekincaid/2018/11/29/cvs-health-ceo-larry-merlo-says-buying-aetna-will-create-a-new-healthcare-model/#529463d842c1 (https://www.forbes.com/sites/elliekincaid/2018/11/29/cvs-health-ceo-larry-merlo-says-buying-aetna-will-create-a-new-healthcare-model/#529463d842c1).] :             . CEO      . CVS Health         ,       .             .

   .  ,   ,   ,     ,  ⠖ ,      ,       .            .

         - ,        ,         .       ,      ,   .      ,       ,         (:    Kodak);           (:             堖      ,    );             (:   Uber Eats[25 -   㠖 . . . .]          ,  , ).

        ,             .                 Kodak:      ,     .            ,  ,      .

   ,       .  蠖     蠖       ,  .      ,     ,    2 (#litres_trial_promo)   3 (#litres_trial_promo)   .


  ?    ?

     ,   .   ?     ,      ,    ,  .

:    ,        .

           .  堖   ,     ; ,       .   Kodak, ,   Kodak,     ,       .

   ,       .                 .  Kodak       ,    ,     ,        .   ,      ,      ,       Kodak.

  堖    .          ,   ,   ,      .

   .     ?    ?      ,   ?   ?

,       堖   .        .   .    ࠖ     ,     ,    ,    -;          .       .

    ?           蠖  ,  .        .    -       ,      .      ,           .        .

        .      ,      .

:   ,    ,       .

      [26 -        Ron Adner. Ecosystem as Structure: An Actionable Construct for Strategy. Journal of Management 43, no.1 (2017): 3958, https://doi.org/10.1177/0149206316678451 (https://doi.org/10.1177/0149206316678451) ( ).           ,  ,    ,          .        ,                 .   ,    .     ࠖ     .     , ,          .         ,         ,     .           .         ,       . ,      ,             (, -,  ,  , ,  ,  ),  Ecosystem as Structure   .           Geoffrey G. Parker, Marshall W. Van Alstyne, and Sangeet Pal Chuodary, Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work for You (NewYork: W. W. Norton & Company, 2016).].

-,     .      ,   :            .

-,     ,   ,    . ࠖ  ;   ,         (      ,      ,          ).

-,   :        ,   .       ,     ;            ,     .           ,  : 1) ,   ; 2)   .

       .    ,         ( 5 (#litres_trial_promo)   6 (#litres_trial_promo)).



 

 蠖      .  蠖  ,         ⠖       .             ,     ;                 .

 ,     ,   ,       . ,    ,              .    .         [27 -        .            (, William J. Abernathy and James M. Utterback. Patterns of Industrial Innovation, Technology Review 80, no.7 [1978]: 4047; Philip Anderson and Michael L. Tushman. Technological Discontinuities and Dominant Designs: A Cyclical Model of Technological Change, Administrative Science Quarterly 35, no.4 [1990]: 604633)    (, Richard Foster. Innovation: The Attackers Advantage [NewYork: Summit Books, 1986]).         (, Brian Uzzi. Social Structure and Competition in Interfirm Networks: The Paradox of Embeddedness. Administrative Science Quarterly 42, no.1 [1997]: 3567; Thomas P. Hughes. Networks of Power: Electrification in Western Society, 18801930 [Baltimore, MD: Johns Hopkins University Press, 1993])    .].

, , 1905          ,       ,     , - ..   ,     ,        :  , , ,   .. ,           Uber Lyft,      ,                  .

   .          :       , ,     .   , ,     : ,       ,   ,     ( )  .     ,         .

            (,  ,    )?     ,            .


     

  ,             .  ,    ,               .          .

:    ,   ,    .

 ࠖ ,        ,    ,     :  .     ( ),       ,    ,    .

          :        ?    ,          ,          .

   ,       ,        ,        .

,     Kodak         ,       :  ,  ,  ,    ,      (.1.2).






.1.2.    Kodak:         



   ࠖ    ,   .   2 (#litres_trial_promo), ,  ,  -  Wayfair       Amazon   .      :      (    ,   )   ,    (   :   ).    Wayfair    ,    ( ,  ,     ..).      ,   .

    ,        : , ,     ,           .        ,  ,   .         (.1.3)[28 -      ,     , 堖   ,   堖     .      (The Wide Lens: What Successful Innovators See That Others Miss. NewYork: Penguin/ Portfolio, 2013)       ࠖ  ,      ,         , -     .  .1.3 (#R1-3)      ,    . . .].






.1.3.    :   ,  ,    .        



          ,       -[29 -   ,  ,          -.    ,    .    ,    ,        , ,     .  ,     ,     Rebecca M. Henderson and Kim B. Clark. Architectural Innovation: The Reconfiguration of Existing Product Technologies and the Failure of Established Firms. Administrative Science Quarterly (1990): 930;                :        ,     -    ,            .    ,      ,           .       ,      ⠖        .               ,      ; ., , Carliss Y. Baldwin and Kim B. Clark. Design Rules: The Power of Modularity, vol. 1 (Cambridge, MA: MIT Press, 2000) Karl Ulrich. The Role of Product Architecture in the Manufacturing Firm. Research Policy 24, no.3 (1995): 419440.         (, Michael G. Jacobides, Thorbj?rn Knudsen, and Mie Augier. Benefiting from Innovation: Value Creation, Value Appropriation and the Role of Industry Architectures. Research Policy 35, no.8 [2006]: 12001221),      ,           .  ,            :   ,     ; ., , Nicolaj Siggelkow. Evolution toward Fit. Administrative Science Quarterly 47, no.1 (2002): 125159. ,  ,     ,             .  ,            -,         ,        -  .,  ,   ,           .  ,     ,      :  ࠖ         .     ,    W. Chan Kim and Rene Mauborgne., Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant (Boston: Harvard Business School Press, 2005).              ,   ,      .].

       ,  ,    ,    .

 ࠖ  -. -  ,   ,    ,   ࠖ ,    ,      [30 -   ,     .          ,     ;      ,   :          (WTP). WTP   ,        ,   ,       .     :   ,          ,    ,     ,       .  ,   ,     Adam M. Brandenburger and Barry J. Nalebuff. Co-opetition (NewYork: Currency/Doubleday, 1996)    Adam M. Brandenburger and Harborne W. Stuart Jr. Value-Based Business Strategy. Journal of Economics& Management Strategy 5, no.1 (1996): 524.     ,      . WTP   ,             .        ,    .   ,     ,        蠖 ,     ,           .           ,     . ,         WTP.   ,   ,            ,     ,        ,          .           .].

       ,        .    ,       .

        ,    .  ,      ,   ,       .

               ( )          ( ).     ,        (   ),  ,       (     ).

         ,       ? -  ,    ?     .  ,    , 蠖     堖   ,         ,     . ,  ,      :  ,        .

     Kodak,  ,               .



  Kodak:   

         ,     ,   ,    ,      ,    .      Kodak       (    1),           , 堖        ,       ,     ,        (.1.4).






.1.4.     Kodak



     ( 2)     .          (       ),  堖   (  )    (   ).     ,    ⠖  .     ,    .               .      (.1.5).






.1.5.          



       .   ,   -       ;       ,        .

          :         ,        . , , , ,    ,  ,    :          ,      , ,       .  ,  Kodak  Ofoto.com (http://ofoto.com/)   ,       ,    .       ,      , MySpace (2003), Flickr (2004)           . ,     ,            .

      ,    .       , ,   ,    . ,    ,    Kodak  .

    ( 3),      :   ,           .    (.1.6).    , ,   ,     ⠖  .        :   ,   ,     , ,       ,    .          -    .     Kodak      ,               . , Kodak    :    ,        ,      .          ,           .




  .


   .

   ,     (https://www.litres.ru/pages/biblio_book/?art=68346074)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


   . . .




2


Ernest Scheyder, Focus on Past Glory Kept Kodak from Digital Win, Reuters, January 19, 2012, https://www.reuters.com/article/us-kodak-bankruptcy-idUSTRE80I1N020120119 (https://www.reuters.com/article/us-kodak-bankruptcy-idUSTRE80I1N020120119).




3


         . . .




4


Ben Dobbin, Digital Camera Turns 30 Sort of, NBC News, updated September 9, 2005, http://www.nbcnews.com/id/9261340/ns/technology_and_science-tech_and_gadgets/t/digital-camera-turns-sort/#.XKt2UxNKjFw (http://www.nbcnews.com/id/9261340/ns/technology_and_science-tech_and_gadgets/t/digital-camera-turns-sort/#.XKt2UxNKjFw).




5


  Kodak 11-       2013;       .   Kodak     . . .




6


CEO (Chief Executive Officer)  . . .




7


Kodak press release, September 25, 2003. Reposted in Digital Technology Review, Kodak Unveils Digitally Oriented Strategy, https://www.dpreview.com/articles/1030464540/kodakdigital (https://www.dpreview.com/articles/1030464540/kodakdigital).




8


Kodak Is the Picture of Digital Success, Bloomberg, January 4, 2002, http://www.bloomberg.com/bw/stories/2002-01-03/kodak-is-the-picture-of-digital-success (http://www.bloomberg.com/bw/stories/2002-01-03/kodak-is-the-picture-of-digital-success).




9


Mistakes Made on the Road to Innovation, Bloomberg, November 27, 2006, http://www.bloomberg.com/bw/stories/2006-11-26/mistakes-made-on-the-road-to-innovation (http://www.bloomberg.com/bw/stories/2006-11-26/mistakes-made-on-the-road-to-innovation).




10


Amy Yee, Kodaks Focus on Blueprint for the Digital Age, Financial Times, January 25, 2006, https://www.ft.com/content/c04a65cc-8de0-11da-8fda-0000779e2340 (https://www.ft.com/content/c04a65cc-8de0-11da-8fda-0000779e2340).




11


10 Most Expensive Liquids in the World 2018: Emily Bella, The 10 Most Expensive Liquids in the World, BBC News Hub, December 15, 2017.




12


Bill Sullivan, senior VP at Hewlett Packard spin-off Agilent, quoted in Sam Lightman, Creating the Tools for the Pioneers, Measure, March-April 2000, 1819, http://hparchive.com/measure_magazine/HP-Measure-2000-03-04.pdf (http://hparchive.com/measure_magazine/HP-Measure-2000-03-04.pdf).




13


William M. Bulkeley, Kodak Sharpens Digital Focus on Its Best Customers: Women, Wall Street Journal, updated July 6, 2005, http://www.wsj.com/articles/SB112060350610977798 (http://www.wsj.com/articles/SB112060350610977798).




14


   . . .




15


      . . .




16


Kodak Investor Review Kiosks, WW Kiosk SPG Consumer Digital Group, November 2006, 2, http://media.corporate-ir.net/media_files/IROL/11/115911/reports/consumer1106.pdf (http://media.corporate-ir.net/media_files/IROL/11/115911/reports/consumer1106.pdf).




17


Marcia Biederman, Meet You at the Photo Kiosk, NewYork Times, March 17, 2005, https://www.nytimes.com/2005/03/17/technology/circuits/meet-you-at-the-photo-kiosk.html (https://www.nytimes.com/2005/03/17/technology/circuits/meet-you-at-the-photo-kiosk.html).




18


Eastman Kodak Company, 2007 Annual Report, December 31, 2007, 5, http://www.annualreports.com/HostedData/AnnualReportArchive/e/NASDAQ_KODK_2007.pdf (http://www.annualreports.com/HostedData/AnnualReportArchive/e/NASDAQ_KODK_2007.pdf).




19


Willy Shih, The Real Lessons from Kodaks Decline, MIT Sloan Management Review, May 20, 2016, https://sloanreview.mit.edu/article/the-real-lessons-from-kodaks-decline/ (https://sloanreview.mit.edu/article/the-real-lessons-from-kodaks-decline/).




20


Andrew Martin, Negative Exposure for Kodak, NewYork Times, October 20, 2011, http://www.nytimes.com/2011/10/21/business/kodaks-bet-on-its-printers-fails-to-quell-the-doubters.html (http://www.nytimes.com/2011/10/21/business/kodaks-bet-on-its-printers-fails-to-quell-the-doubters.html).




21


 2008       , ,    ,      :       ; . Michael E. Porter. The Five Competitive Forces That Shape Strategy. Harvard Business Review 86, no.1 (2008): 2540; 38.         :   ,    ,    ,           .   , ,  ,   .




22


 1960-    Nuclear Corporation of America,    蠖   ,    ,          . -         -   . . .




23


Clayton Christenson, The Innovators Dilemma: When New Technologies Cause Great Firms to Fail (Boston: Harvard Business School Press, 1997).




24


Ellie Kincaid, CVS Health CEO Larry Merlo Says Completed Purchase of Aetna Will Create A New Healthcare Model, Forbes, November 29, 2018, https://www.forbes.com/sites/elliekincaid/2018/11/29/cvs-health-ceo-larry-merlo-says-buying-aetna-will-create-a-new-healthcare-model/#529463d842c1 (https://www.forbes.com/sites/elliekincaid/2018/11/29/cvs-health-ceo-larry-merlo-says-buying-aetna-will-create-a-new-healthcare-model/#529463d842c1).




25


  㠖 . . . .




26


       Ron Adner. Ecosystem as Structure: An Actionable Construct for Strategy. Journal of Management 43, no.1 (2017): 3958, https://doi.org/10.1177/0149206316678451 (https://doi.org/10.1177/0149206316678451) ( ).           ,  ,    ,          .        ,                 .   ,    .     ࠖ     .     , ,          .         ,         ,     .           .         ,       . ,      ,             (, -,  ,  , ,  ,  ),  Ecosystem as Structure   .           Geoffrey G. Parker, Marshall W. Van Alstyne, and Sangeet Pal Chuodary, Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work for You (NewYork: W. W. Norton & Company, 2016).




27


       .            (, William J. Abernathy and James M. Utterback. Patterns of Industrial Innovation, Technology Review 80, no.7 [1978]: 4047; Philip Anderson and Michael L. Tushman. Technological Discontinuities and Dominant Designs: A Cyclical Model of Technological Change, Administrative Science Quarterly 35, no.4 [1990]: 604633)    (, Richard Foster. Innovation: The Attackers Advantage [NewYork: Summit Books, 1986]).         (, Brian Uzzi. Social Structure and Competition in Interfirm Networks: The Paradox of Embeddedness. Administrative Science Quarterly 42, no.1 [1997]: 3567; Thomas P. Hughes. Networks of Power: Electrification in Western Society, 18801930 [Baltimore, MD: Johns Hopkins University Press, 1993])    .




28


     ,     , 堖   ,   堖     .      (The Wide Lens: What Successful Innovators See That Others Miss. NewYork: Penguin/ Portfolio, 2013)       ࠖ  ,      ,         , -     .  .1.3 (#R1-3)      ,    . . .




29


  ,  ,          -.    ,    .

    ,    ,        , ,     .  ,     ,     Rebecca M. Henderson and Kim B. Clark. Architectural Innovation: The Reconfiguration of Existing Product Technologies and the Failure of Established Firms. Administrative Science Quarterly (1990): 930;                :        ,     -    ,            .    ,      ,           .       ,      ⠖        .               ,      ; ., , Carliss Y. Baldwin and Kim B. Clark. Design Rules: The Power of Modularity, vol. 1 (Cambridge, MA: MIT Press, 2000) Karl Ulrich. The Role of Product Architecture in the Manufacturing Firm. Research Policy 24, no.3 (1995): 419440.

         (, Michael G. Jacobides, Thorbj?rn Knudsen, and Mie Augier. Benefiting from Innovation: Value Creation, Value Appropriation and the Role of Industry Architectures. Research Policy 35, no.8 [2006]: 12001221),      ,           .

  ,            :   ,     ; ., , Nicolaj Siggelkow. Evolution toward Fit. Administrative Science Quarterly 47, no.1 (2002): 125159. ,  ,     ,             .  ,            -,         ,        -  .

,  ,   ,           .  ,     ,      :  ࠖ         .     ,    W. Chan Kim and Rene Mauborgne., Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant (Boston: Harvard Business School Press, 2005).              ,   ,      .




30


  ,     .          ,     ;      ,   :          (WTP). WTP   ,        ,   ,       .     :   ,          ,    ,     ,       .  ,   ,     Adam M. Brandenburger and Barry J. Nalebuff. Co-opetition (NewYork: Currency/Doubleday, 1996)    Adam M. Brandenburger and Harborne W. Stuart Jr. Value-Based Business Strategy. Journal of Economics& Management Strategy 5, no.1 (1996): 524.

     ,      . WTP   ,             .        ,    .   ,     ,        蠖 ,     ,           .

           ,     . ,         WTP.   ,   ,            ,     ,        ,          .           .


