نوع مقاله : پژوهشی
1 دانشجوی دکتری دانشگاه الزهرا (س) تهران
2 عضو هیات علمی دانشکده مدیریت و حسابداری پردیس فارابی دانشگاه تهران
عنوان مقاله [English]
Aim and Introduction: A Cannibal corporate is a corporate that introduces a new product line or product that actually competes with one of its existing product lines to gain market share. The technology industry known for this strategy. They do this to stay ahead of the competition. Firms offer multiple related products for three major reasons; first to provide variety to their consumers, second to capture maximum market share and third to competitive pressure, but sometimes the new product not positioned as a variety product and start competing with company old product so the concept of cannibalization started. The aim of this research is Conceptualization and presentation willingness to cannibalize model in the IT industry. The process of developing a new product has a great impact on the performance of a company. Identifying and predicting cannibalization is an integral part of strategic decisions about introducing new products. Because the intensity of competition is so high, especially in the IT industry, only companies can succeed in this market and in fact have a more effective market performance, which can be constantly innovated and move faster than competitors have. As mentioned, one of the most widely used innovation strategies in the world is cannibalization strategy. Therefore, in this study, the strategy of using the dimensions of the Willingness to cannibalize in order to improve the overall market performance of companies is proposed.
Methodology: The present research based on the applied purpose and in terms of research design, quantitative, descriptive-analytical method and correlation. The main tool for data collection was a questionnaire. In order to assess the validity of the research tool, a questionnaire was provided to experts (12 professors of management at the University of Tehran). To assess the reliability of the questionnaire, Cronbach's alpha calculated by using SPSS software and also the combined reliability was calculated that the values for all variables were above 0.7 and as a result the questionnaire had acceptable reliability.The statistical population of this study is companies active in the field of IT and ICT in the three metropolises of Tehran, Shiraz and Tabriz and its volume is 600. First, according to Krejcie and Morgan table, 234 samples were selected and in the second stage, the necessary samples were selected from each city using stratified sampling. A total of 510 questionnaires were distributed and finally 240 questionnaires were received and analyzed. The data analysis method presented in both descriptive and analytical forms. In the descriptive part, information about companies is presented using SPSS software, and in the analytical part, structural equation modeling is used to test the hypotheses, and analyzes are performed through WARP PLS
Finding: Findings indicate that Future market focus and Market Sensing Capability to have a significant and positive effect on the willingness to cannibalize willingness to cannibalize also to have a significant and positive effect on the Total market performance. The innovation capability modifies the relationship between the future market focus and the willingness to cannibalize, as well as the relationship between Market Sensing Capability and willingness to cannibalize, However, there is no moderating relationship between the willingness to cannibalize and the Total market performance.
Discussion and Conclusion: In the present study, the cannibalization innovative strategy in the information technology industry investigated. According to the results of path analysis, five hypotheses confirmed and one hypothesis has been rejected. In the first hypothesis, the effect of future market focus on companies' willingness to cannibalizeexamined. The present hypothesis with a value of β = 0.46 and P <0.01 has a statistically significant and positive effect and this indicates the confirmation of this hypothesis. In the second hypothesis, the effect of Market Sensing Capability on the willingness to cannibalize examined. The results of path analysis show a significant and positive effect of Market Sensing Capability on the willingness to cannibalize, because β = 0.37 and P <0.01. In the third hypothesis, the effect of willingness to cannibalize on the Total market performance (total profitability, total sales and total market share) of companies was examined. Since β = 0.69 and P <0.01, it can be said that willingness to cannibalize has a statistically significant and positive effect on the Total market performance In the fourth hypothesis, the moderating role of innovation capability in the relationship between future market focus and willingness to cannibalize is examined. The results show that the innovation capability modulates the relationship between future market focus and the willingness to cannibalize in the present study, because according to the results of path analysis, β = 0.16 and P <0.01. In the fifth hypothesis, the moderating role of innovation capability in the relationship between Market Sensing Capability and willingness to cannibalize examined. Since β = 0.20 and α is P <0.0, therefore, it can be said that innovation capability has a moderating role in the relationship between Market Sensing Capability and willingness to cannibalize, and this hypothesis is confirmed. In the sixth hypothesis, the moderating role of innovation capability in relation to willingness to cannibalize and Total market performance was examined. The results of path analysis show that innovation capability in relation willingness to cannibalize and the Total market performance in the present study does not have a moderating role, because β = 0.01 and p = 0.12, so this hypothesis in the present study is rejected. According to the research results, managers recommended to adapt their organizational procedures and processes, methods and tasks in accordance with the market conditions and life cycle of their product, methods and tasks in accordance with the needs of the new product or service. To change. Whenever the marketing or research and development department recognizes the need to replace existing systems and machines with new systems and devices, managers must make such replacements. New global and invest in them to try even if such an action makes obsolete systems and production facilities, their current services because in the long run will have positive results and overall profitability.