Sources of durable competitive advantage in new products
本文提出一个分析框架，评估新产品引入策略各组成部分的竞争可模仿性，指出可模仿性越低则利润越持久，并基于资源流动性视角提出命题以帮助创新企业聚焦长期利润。
In this article, Michael Lawless and Robert Fisher propose a conceptual framework for analyzing durable sources of competitive advantage for new products. They assess various components of new product introduction strategies in terms of their degrees of competitive “imitability” (i.e., the ease with which competitors can imitate). The less imitable the component, the more durable the profits it generates. The authors identify seven strategic components based on bodies of research in strategy and promotion, distribution and firm characteristics. By selectively managing these components, an innovating firm can affect a new product's imitability and the duration of returns. Using a “resource mobility” perspective, the authors develop propositions that should lead to a more systematic focus on long-term profits in new product introductions.