Strategic Technology Innovation of a Basic Product in an E-Commerce Platform Supply Chain with a Potential Entrant in a Complementary Goods Market

Abstract

This paper examines the impact of a potential entrant’s entry into the complementary goods market on the technology innovation of the basic product. We focus on an e-commerce platform supply chain comprising a manufacturer, an e-commerce platform, and a potential entrant. The manufacturer distributes a basic product and a complementary product through the e-commerce platform. The manufacturer has the option to improve the quality of the basic product through technology innovation. The determination of whether the potential entrant enters the market for complementary goods is contingent upon its observation of the manufacturer’s technology innovation strategy. Upon the potential entrant’s entry into this market, competition ensues between the potential entrant and the manufacturer in the realm of the complementary goods market. Our findings reveal a trade-off: on the one hand, the manufacturer’s decision to forgo technology innovation results in reduced profit, while, on the other hand, technology innovation attracts the potential competitor to enter the complementary goods market, which also leads to decreased profit. Under certain circumstances, the loss incurred by the former is less than that incurred by the latter. Consequently, the manufacturer may choose to forego technology innovation to prevent the entry of the potential entrant in the complementary goods market. Furthermore, our study demonstrates that the entry of the potential entrant can yield a mutually beneficial outcome for the manufacturer, the platform, and the potential entrant, creating a win–win–win scenario. In addition, our results suggest that as the production cost of innovative products rises, the manufacturer may have a stronger incentive to intensify its innovation efforts in response to the potential entrant’s exit from the market. Finally, we establish that our main results remain robust even when some of our initial assumptions are relaxed.