Market Entry in the Presence of Network Effects
研究了网络效应市场中实物期权理论的局限，提出强网络效应会增强增长期权和延迟期权，且这些期权对市场进入的影响受网络强度和主导设计调节。
This research holds that extant theory on real options has several limitations with regard to strategic initiatives in markets influenced by network effects. In addressing these limitations, the authors argue that markets with strong network effects tend to enhance both growth and deferral options. Furthermore, the extent to which growth and deferral options affect market entry in these settings is conditioned by both the strength of network effects (i.e., network intensity) and the presence of a dominant design in the market. Implications for real options theory in the context of network effects and for firms considering entry into markets influenced by network effects are offered and discussed.