신산업에서의 선발자 우위 발생과 소멸

Abstract

Stratasys and 3D Systems led the fast-growing 3D printing industry since 2008. The two companies created first-over Advantage by establishing themselves in 1989 and 1986, establishing brand loyalty and securing scarce resources such as equipment source technology. Based on this, the two companies dominated the industry in 2012, recording 74.9 percent of the industrial 3D printing market share. However, despite the continued expansion of the market size since 2012, the two companies' share has fallen to 48.2 percent in 2016, facing stagnant or declining sales growth. This study examines the trend of market share changes between the two starters that appeared before and after 2012 from a perspective of the generation and extinction of the selectors. In particular, it is important to note changes in the technology system, such as the expiry of the patented equipment technology held by the two selectors and the development of the printing software technology, and the diversification of consumer preferences for the application of metal materials (the change in the demand system) as the reasons for the elimination of the pre-elect's dominance since 2012, and to further analyze the mistakes of the selectors. In addition, the changes in the environment and the mistakes of the starters are turning the recent 3D printing industry into a form of diverse companies aiming to tap into niche markets.