External R&D, Integrated Production and Indigenous Brands' Dynamic Market Performance:Evidence from Chinese Passenger-vehicle Industry

Abstract

Abstract:

Drawing upon the example of 179 products introduced by indigenous brand in Chinese passenger-vehicle industry from 1986 to 2013, this study empirically analyzes impact of R&D and production mode on product's dynamic market performance. The result reveals that:(1) technology import will do harm to short-term performance of indigenous-brand product, however this negative impact can be offset by firm's inner R&D input; in contrast, R&D outsource can promote product's short-term performance. Influence of these two external R&D modes can't last in the long period. (2) Vertical integration in production of key components can increase short-term and long-term performance of indigenous-brand product. But firm's size will play a negative moderating role during this process;(3) Impact of R&D and production mode on product's dynamic market performance differs between firms with different kinds of ownership. Product market performance of private firm is more likely to be affected by R&D and production mode. (4) Market performance of product is also affected by market structure:business stole effect is more and more obvious with growing homogeneity of indigenous-brand product; (5) As a result of limitation in firm size and coordinative ability with suppliers, externally imported platform is not suitable for current indigenous-brand firm and also brings no benefit to its product performance. These results demonstrate that indigenous brand can't achieve consistent market success without effective use of inner and external resource, and optimal integration on vertical organization form or value chain.

Key words: external R&D, integrated production, market performance, passenger-vehicle industry, indigenous brand

Tan Shiyu, Bai Rangrang. External R&D, Integrated Production and Indigenous Brands' Dynamic Market Performance:Evidence from Chinese Passenger-vehicle Industry[J]. , 2018, 30(6): 55-69.

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