Management & Information Systems Review (경영과정보연구)

Daehan Academy of Management Information Systems (대한경영정보학회)
권호 표지
DOI QR코드

DOI QR Code

Research on the Emergence of Dominant Design from Technological Competition in the Flat-panel Display Industry

평판 디스플레이 기술경쟁에서 지배적 디자인의 출현에 관한 연구

  • Yoon, Inhwan (Future Strategy Research Department, Land & Housing Institute) ;
  • Lee, Heesang (Graduate School of Management of Technology, Sungkyunkwan University)
  • 윤인환 (LH연구원 미래전략연구실) ;
  • 이희상 (성균관대학교 기술경영전문대학원)
  • Received : 2018.05.02
  • Accepted : 2018.06.03
  • Published : 2018.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Electronic displays have developed as instruments that function as windows of information to satisfy the bidirectional needs of electronic device manufacturers and users. The cathode-ray tube (CRT) display once dominated the display industry. Now, the liquid crystal display (LCD) is dominant, and promising displays are competing to become the next-generation display. Displays reflect the characteristics of the information and communication technology (ICT) industries, such as technological changes, innovative features, and competitive dynamics, and have technologically evolved to dominate the industry and market through various ICT devices. This research utilizes a dominant design concept and examines the case of the flat-panel display industry to propose a comprehensive framework, which considers technological, organizational, and environmental characteristics, of the determinants influencing dominance in the technology-intensive ICT industry. The results show that a dominant design in the flat-panel display industry emerges from technological competition among several designs, based on technological characteristics and market acceptance, and dominates the industry and market by various environmental factors. Our results emphasize the difference between generic technologies and the speed of technological innovation and expand the understanding of the emergence of a dominant design. Furthermore, this paper suggests practical implications for establishing a competition strategy and strategic guidance for other ICT industries as well as the display industry.

CRT(Cathode Ray Tube)가 디스플레이 산업에서 지배적 디자인으로 출현한 이후, 현재 평판 디스플레이 산업의 지배적 디자인인 LCD(Liquid Crystal Display) 디스플레이는 차세대 디스플레이로 되기 위하여 유망한 디스플레이 기술들과 경쟁 중이다. ICT 제품들에 장착되는 디스플레이는 기술 변화, 혁신적인 특성, 경쟁 역학 등과 같은 ICT 산업의 대표적인 특징들을 나타내며, 다양한 ICT 기기들에 부착되어 산업과 시장을 지배하기 위하여 기술적으로 진화하고 있다. 본 연구는 기술, 조직, 환경 차원에서 기술집약적인 ICT 산업의 지배성에 영향을 미치는 결정요인들을 확인하여 지배적 디자인의 출현을 통합적 관점에서 분석하였다. 이를 위해 선행 연구를 토대로 ICT 산업의 특징을 반영한 지배적 디자인의 개념적 특성과 결정요인의 통합적 프레임워크를 제시하고, 평판 디스플레이 기술경쟁 사례를 본 프레임워크에 적용하였다. 분석 결과, 평판 디스플레이 산업에서는 기술적 특성과 시장 수용을 토대로 유망한 기술이 기술경쟁을 통하여 산업 내 지배적 위치에 오르게 되고, 산업수준을 포함한 다양한 환경적 요인들에 의해 해당 산업과 시장을 점유하며, 지배적 위치를 유지하게 된다. 본 연구결과는 지배적 디자인에 관한 연구에서 본원적 기술간 차이와 기술혁신 속도의 중요성을 제시함으로써 지배적 디자인의 출현에 영향을 미치는 결정요인 중 기술적 요인의 중요성에 대한 이해를 확장할 뿐만 아니라 디스플레이 산업을 비롯한 ICT 산업 내 기업들의 경쟁 전략과 전략적인 지침을 수립할 수 있는 현실적인 시사점을 제공할 것으로 기대된다.

Keywords

References

  1. 김장훈.박진용.이근철.권기욱.김주권(2013), "Born-Global 기업의 동태적 성공요인 분석: 성공기업 사례 중심으로," 무역학회지, 38(5), 409-436.
  2. 문지용.고영희(2015), "지배적 디자인 경쟁 환경에서 벤처기업의 업종별 기회포착 전략에 관한 연구," 벤처창업연구, 10(2), 27-42.
  3. 박주형.김만호.이희상(2014), "하이브리드 자동차 시스템의 지배적 디자인 출현에 관한 분석 연구," 산업혁신연구, 30(2), 75-97.
  4. 윤인환.이희상.정철호(2014), "모바일 OS에서 지배적 디자인을 결정하는 요인의 통합적 프레임워크에 관한 연구," Journal of Information Technology Applications & Management, 21(4), 309-329.
  5. 이상현.김길선(2012), "양면시장의 플랫폼기반 서비스혁신 전략에 관한 연구," 서비스경영학회지, 13(4), 83-108.
  6. 이상현.박철주(2014), "스마트폰 운영체제의 지배적 디자인 결정과정에 관한 연구," 디지털융복합연구, 12(1), 127-139. https://doi.org/10.14400/jdpm.2014.12.1.127
  7. 이수.김길선.박진한(2014), "지배적디자인 확보를 위한 공정기술혁신의 진화: 조선산업의 공정기술혁신," 경영학연구, 43(4), 1379-1410.
  8. 이수.이상현.김길선(2012), "디스플레이 시장에서 기술특성이 지배적 디자인 결정에 미치는 영향에 관한 연구: LCD와 PDP기술 경쟁을 중심으로," 경영학연구, 41(2), 279-309.
  9. 임명성.이상현(2012), "지배적 디자인의 결정요인이 스마트폰의 지속적 사용의도에 미치는 영향에 관한 연구," 디지털정책연구, 10(10), 247-259.
  10. 장준수.조근태(2015), "지배적 디자인 결정요인, 제품 핵심요소 및 지배적 디지털 TV간 관계," 기술혁신연구, 23(4), 177-203. https://doi.org/10.14383/SIME.2015.23.4.177
  11. 추혜용.조경익.김기현.유병곤.서경수.최현미.박종현(2013), 훤히 보이는 차세대 디스플레이, ETRI easy IT 27, 전자신문사.
  12. 하태수(2008), "통상국가론 시각에서 본 한국 중앙정부 기구의 개편 방향 탐색," 한국공공관리학보, 22(2), 29-58.
  13. 현대경제연구원(2017), 국내 ICT 산업의 추세상 특징과 시사점, 통권 675호, 현대경제연구원.
  14. Abernathy, W. J. and Utterback, J. M.(1978), "Patterns of industrial innovation," Technology Review, 80(7), 41-47.
  15. Anderson, P. and Tushman, M. L.(1990), "Technological discontinuities and dominant designs," Administrative Science Quarterly, 35(4), 604-633. https://doi.org/10.2307/2393511
  16. Arthur, W. B.(1989), "Competing technologies, increasing returns, and lock-in by historical events," Economic Journal, 99(394), 116-1361. https://doi.org/10.2307/2234208
  17. Benbasat, I., Goldstein, D. K. and Mead, M.(1987), "The case research strategy in studies of information systems," MIS Quarterly, 11(3), 369-386. https://doi.org/10.2307/248684
  18. Bitektine, A.(2008), "Prospective case study design: qualitative method for deductive theory testing," Organizational Research Methods, 11(1), 160-180. https://doi.org/10.1177/1094428106292900
  19. Chen, Y. Y., Farris, G. F. and Chen, Y. H.(2011), "Effects of technology cycles on strategic alliances," International Journal of Technology Management, 53(2), 121-148. https://doi.org/10.1504/IJTM.2011.038587
  20. Chesbrough, H. W.(2006), Open Innovation: The New Imperative for Creating and Profiting from Technology, Boston: Harvard Business Press.
  21. Christensen, C. M., Suarez, F. F, and Utterback, J. M.(1998), "Strategies for survival in fast-changing industries," Management Science, 44(12), 207-220. https://doi.org/10.1287/mnsc.44.12.S207
  22. Cusumano, M. A., Mylonadis, Y. and Rosenbloom, R. S.(1992), "Strategic maneuvering and mass-market dynamics: the triumph of VHS over Beta," Business History Review, 66(1), 51-94. https://doi.org/10.2307/3117053
  23. David, P. A. and Greenstein, S.(1990), "The economics of compatibility standards: an introduction to recent research," Economics of Innovation and New Technology, 1, 3-41. https://doi.org/10.1080/10438599000000002
  24. Dosi, G. and Nelson, R. R.(1994), "An introduction to evolutionary theories in economics," Journal of Evolutionary Economics, 4(3), 153-172. https://doi.org/10.1007/BF01236366
  25. Eggers, J. P.(2014), "Competing technologies and industry evolution: the benefits of making mistakes in the flat panel display industry," Strategic Management Journal, 35(2), 159-178. https://doi.org/10.1002/smj.2129
  26. Ehrhardt, M. (2004), "Network effects, standardisation and competitive strategy: how companies influence the emergence of dominant designs," International Journal of Technology Management, 27(2), 272-294. https://doi.org/10.1504/IJTM.2004.003956
  27. Eisenhardt, K. M.(1989), "Building theories from case study research," Academy of Management Review, 14(4), 532-550. https://doi.org/10.5465/amr.1989.4308385
  28. Farrell, J. and Saloner, G.(1986), "Installed base and compatibility: predation, product preannouncements, and innovation," The American Economic Review, 76(5), 940-955.
  29. Funk, J. L.(2003), "Standards, dominant designs and preferential acquisition of complementary assets through slight information advantages," Research Policy, 32(8), 1325-1341. https://doi.org/10.1016/S0048-7333(02)00121-X
  30. Gallagher, S.(2007), "The complementary role of dominant designs and industry standards," Engineering Management, IEEE Transactions on , 54(2), 371-379. https://doi.org/10.1109/TEM.2007.893991
  31. Gallagher, S. and Park, S. H.(2002), "Innovation and competition in standard-based industries: A historical analysis of the U.S. home video game market," Engineering Management, IEEE Transactions on, 49(1), 67-82. https://doi.org/10.1109/17.985749
  32. Henderson, R. M. and Clark, K. B.(1990), "Architectural innovation: the reconfiguration of existing product technologies and the failure of established firms," Administrative Science Quarterly, 35, 9-30. https://doi.org/10.2307/2393549
  33. Hilletofth, P.(2010), "Demand-supply chain management: industrial survival recipe for new decade," Industrial Management & Data Systems, 111(2), 184-211. https://doi.org/10.1108/02635571111115137
  34. Hsiao, C. T., Chang, P. L., Chen, C. W. and Huang, H. H.(2011), "A systems view for the high-tech industry development: a case study of large-area TFT-LCD industry in Taiwan," Asian Journal of Technology Innovation, 19(1), 117-132. https://doi.org/10.1080/19761597.2011.578422
  35. Ji, I.(2012), "Challenges in the national standardization of transport protocol expert group service technologies in Korea: implications for latecomer countries," Asian Journal of Technology Innovation, 20(2), 171-185. https://doi.org/10.1080/19761597.2012.726416
  36. Katz, M. L. and Shapiro, C.(1985), "Network externalities, competition, and compatibility," The American Economic Review, 75(3), 424-440.
  37. Khazam, J. and Mowery, D.(1994), "The commercialization of RISC: strategies for the creation of dominant design," Research Policy, 23(1), 89-102. https://doi.org/10.1016/0048-7333(94)90028-0
  38. Kim, H., Kim, H. S., Jung, C. H. and Yoon, I.(2015), "A method for reducing blue light hazard from white light-emitting diodes using colourimetric characterization of the display," International Journal of Control and Automation, 8(6), 9-18. https://doi.org/10.14257/ijca.2015.8.6.02
  39. Lee, J. H., Liu, D. N. and Wu, S. T.(2008), Introduction to Flat Panel Displays, 20, John Wiley & Sons, NJ: Hoboken.
  40. Lee, J. R., O'Neal, D. E., Pruett, M. W. and Thomas, H.(1995), "Planning for dominance: a strategic perspective on the emergence of a dominant design," R&D Management, 25(1), 3-15. https://doi.org/10.1111/j.1467-9310.1995.tb00896.x
  41. Murmann, J. P. and Frenken, K.(2006), "Toward a systematic framework for research on dominant designs, technological innovations, and industrial change," Research Policy, 35(7), 925-952. https://doi.org/10.1016/j.respol.2006.04.011
  42. Myers, R.(2013), Samsung and LG: from also-rans to dominance in consumer electronics, Center on Japanese Economy and Business Working Papers, Columbia University, New York, NY.
  43. Nakagawa, H.(2003), "Current trends of flat panel displays viewed from applications," Sharp Technical Journal, 5-10.
  44. PCMag(2015), Definition of plasma display, Encyclopedia, PC Magazine, available at: www.pcmag.com/encyclopedia/term/49353/plasma-display (accessed July 15, 2017)
  45. Rosenbloom, R. S. and Cusumano, M. A.(1987), "Technological pioneering and competitive advantage: the birth of the VCR industry," California Management Review, 29(4), 51-78. https://doi.org/10.2307/41162131
  46. Schilling, M. A.(1998), "Technological lockout: an integrative model of the economic and strategies factors driving technology success and failure," Academy of Management Review, 23(2), 267-284. https://doi.org/10.5465/amr.1998.533226
  47. Schilling, M. A.(2002), "Technology success and failure in winner-take-all markets: the impact of learning orientation, timing, and network externalities," Academy of Management Journal, 45(2), 387-398. https://doi.org/10.2307/3069353
  48. Schilling, M. A.(2010), Strategic Management of Technological Innovation, International ed., New York: McGraw-Hill.
  49. Shapiro, C. and Varian, H. R.(1999), "Art of Standard Wars," California Management Review, 41(2), 8-32. https://doi.org/10.2307/41165984
  50. Sherif, M. H.(2001), "A framework for standardization in telecommunications and information technology," Communications Magazine, IEEE, 39(4), 94-100.
  51. Smith, C. G.(1996), "Design competition in young industries: an integrative perspective," The Journal of High Technology Management Research, 7(2), 227-243. https://doi.org/10.1016/S1047-8310(96)90006-1
  52. Soh, P. H.(2010), "Network patterns and competitive advantages before the emergence of a dominant design," Strategic Management Journal, 31(4), 438-461. https://doi.org/10.1002/smj.819
  53. Spencer, J. W.(2003), "Firms' knowledge-sharing strategies in the global innovation system: empirical evidence from the flat panel display industry," Strategic Management Journal, 24(3), 217-233. https://doi.org/10.1002/smj.290
  54. Srinivasan, R., Lilien, G. L. and Rangaswamt, A.(2006), "The emergence of dominant designs," Journal of Marketing, 70(2), 1-17. https://doi.org/10.1509/jmkg.70.2.1
  55. Strauss, A. and Corbin, J.(1990), Basics of Qualitative Research, Newbury Park: Sage.
  56. Suarez, F. F.(2004), "Battles for technological dominance: an integrative framework," Research Policy, 33(2), 271-286. https://doi.org/10.1016/j.respol.2003.07.001
  57. Suarez, F. F. and Utterback, J. M.(1995), "Dominant designs and the survival of firms," Strategic Management Journal, 16(6), 415-430. https://doi.org/10.1002/smj.4250160602
  58. Takeishi, A. and Fujimoto, T.(2003), "Modularization in the car industry: interlinked multiple hierarchies of product, production, and supplier systems," The Business of Systems Integration, 254-278.
  59. Teece, D. J.(1986), "Profiting from technological innovation: implications for integration, collaboration, licensing, and public policy," Research Policy, 15(6), 285-305. https://doi.org/10.1016/0048-7333(86)90027-2
  60. Toppoly(2015), "What is TFT LCD?," available at: serdis.dis.ulpgc.es/-itis-byp/NotasDeClase/informacion/Material%20Complementario/VIDEO/Toppoly%20-%20LTPS% 20Technology.htm accessed July 5, 2015)
  61. Tseng, F. M., Cheng, A. C. and Peng, Y. N.(2009), "Assessing market penetration combining scenario analysis, Delphi, and the technological substitution model: the case of the OLED TV market," Technological Forecasting and Social Change, 76(7), 897-909. https://doi.org/10.1016/j.techfore.2009.02.003
  62. Tushman, M. L. and Rosenkopf, L.(1992), "Organizational determinants of technological-change-toward a sociology of technological evolution," Research in Organizational Behavior, 14, 311-347.
  63. Utterback, J. M.(1994), Mastering the Dynamics of Innovation, Boston: Harvard Business School Press.
  64. Utterback, J. M. and Suarez, F. F.(1993), "Innovation, competition, and industry structure," Research Policy, 22(1) 1-21. https://doi.org/10.1016/0048-7333(93)90030-L
  65. van de Kaa, G., Scholten, D., Rezaei, J. and Milchram, C.(2017), "The battle between battery and fuel cell powered electric vehicles: A BWM approach," Energies, 10(11), 1707. https://doi.org/10.3390/en10111707
  66. van de Kaa, G., van de Ende, J., de Vries, H. J. and van Heck, E.(2011), "Factors for winning interface format battles: a review and synthesis of the literature," Technological Forecasting and Social Change,78(8), 1397-1411. https://doi.org/10.1016/j.techfore.2011.03.011
  67. Yin, R. K.(2009), Case Study Research: Design and Methods, 4th ed. Los Angeles: Sage Publications.
  68. Yun, J. J., Park, S., Lim, D. W. and Hahm, S. D.(2010), "Emergence of East Asian TFT-LCD clusters: a comparative analysis of the Samsung cluster in South Korea and the Chimei cluster in Taiwan," Asian Journal of Technology Innovation, 8(1), 201-228.