Article Review "Improving New Technology Venture Performance Under Direct and Direct Network Externality Conditions” |

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|Classification |Content | |Title / Author / Year |“Improving new technology venture performance under direct and direct network externality conditions” | | |by Kseniya Podoynitsyana, Michael Song, Hans var der Bij, Mathieu Weggeman . August 2012 | |Purpose of the research |compared the effectiveness of five responses to external uncertainty in markets with network | | |externalities. | |Theoretical background |There much research has done on network externality field. Researchers usually distinguished among | | |uncertainty related to technology, customers, and other market players (Atuahene-Gima and Li, 2004; | | |Bstieler, 2005; Huchzermeier and Loch, 2001). The levels of the direct and inderect externalities | | |differ from each other as a lot of researchers mentioned in their studies (Goldenberg et al., 2010; | | |Schilling, 2002; Srinivasan et al., 2004) | | |5 main strategies on firm performance (Miller, 1992; Pfeffer and Salanchik, 1978). It is abstract their| | |influence on new technology ventures performance under direct and indirect externality conditions. | |Main research variables |Used dependent variables (an effectiveness measure and an efficiency measure), independent variables | | |(for 5 main management strategies) moderating variables (direct and indirect network externalities) and| | |control variables, as well....
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