Abstract
Switching costs and innovation are two major issues in economics. Prior research demonstrates the effects of switching costs on competition, but ignores the influence of switching costs to firm innovation. So the purpose of this study is to reveal the relationships between switching costs and cost-reducing innovation by considering brand loyalty. All our theoretical conclusions are captured by game theory based on a two-stage duopoly model. The conclusions of this study show that under moderate conditions, switching costs improve competition. Strong firms implement lower price when switching costs are present than when they are not present. Second, at the asymmetric equilibrium, lower-efficiency firms with switching costs launch less innovative investments than do those without switching costs, while higher-efficiency firms with switching costs launch more innovation. But under symmetric equilibrium, switching costs have no effect on innovative investment. The novel contributions of this paper are that we find switching costs and loyalty have vertical impacts on firms’ cost-reducing innovation, which extends the theory of switching costs.
Highlights
When consumers attempt to change a brand, switching costs arise as either contractual obligations or specific costs incurred to replace or to reacquire products
At the symmetric equilibrium, switching costs have no relation with innovative investment
This study develops models for the role of innovation under switching cost, capturing the relationship between innovative investments and switching costs
Summary
When consumers attempt to change a brand, switching costs arise as either contractual obligations or specific costs incurred to replace or to reacquire products. Burnham, Krels, & Mahajan (2003) identify three types of switching costs based on many social phenomena: procedural switching costs, financial switching costs and relational switching costs Existed study of this issue has not take full consideration of innovation and brand loyalty, while these two factors have important influence on the relationship between switching costs and competition. Please notice that brand loyalty in our paper is different from the prior studies, such as Klemperer (1987) because we issue that brand loyalty only has long-term effects on competition but has no influence on new consumers.
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