合作承诺 Cooperative Commitment

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Del curso dictado por Ludwig-Maximilians-Universität München (LMU)

竞争策略（中文版）

438 calificaciones

Ludwig-Maximilians-Universität München (LMU)

竞争策略（中文版）

438 calificaciones

This is a Chinese version of Competitive Strategy. You can find the original course in English from our course catalog. 此版本是Coursera首次尝试推出的中文翻译版。课程视频为英文原版附中文字幕，课程页面和测验已译成中文，帮助中心提供中文支持。在本课程（共六个模块）中，你将了解企业在战略决策相互依存的情况下如何行事。例如，你的行动会如何影响竞争对手的利润，反之亦然。我们将会借助博弈论的基本工具分析企业如何选择策略以获得竞争优势。

De la lección

企业为何要合作 Why Firms Work Together

根据经济学理论，企业会在市场上相互竞争。实际上，他们也常常进行友好合作。在本模块中，我们将尝试了解为什么合作会给相关企业带来好处，借此评估促进或阻碍合作的因素并将其应用到不同示例中。

积极承诺 Aggressive Commitment10:14

合作承诺 Cooperative Commitment4:24

Conoce a los instructores

Tobias Kretschmer
Professor
Institute for Strategy, Technology and Organization

So welcome back from the in-video quiz.

And we just looked at aggressive commitment as one enabler of cooperation.

Lets now have a look at another type of commitment we call cooperative or soft

commitment, and see how that can help cooporation.

So, how does cooperative commitment work? Well, one way to build a cooperation or

to enable cooperation by being soft or being cooperative is through

building a reputation. Simply building a reputation of being a reliable

competitor or a cooperator and making it known that you treat others fairly can be

one way of building a reputation, therefore, enabling cooperation one way

or another. So that sends two signals.

First of all, you're making your type of behavior more predictable to your

competitors, which is one issue. The other issue is if you've built up a

reputation it's going to mean that it's going to be

more expensive or it's going to be costly for you to behave in an uncooperative way

because you're losing that reputation very quickly.

And, in one way or another, this is a similar mechanism to what's called a

self-binding commitment. A self-binding commitment is basically

about making an investment that convinces potential partners or competitors, that

one is committed to act cooperatively. So in other words, you are eliminating

the moves which would lead to competitive equilibria.

And so one way for example would be that if you know that a certain type of

behavior would trigger a response by your competitor, you can commit not to engage

in that kind of behavior. Right, so if that means that you cannot

choose that kind of behavior, it also means that there cannot be a response or

will not be a response by your competitor and, therefore, the market will be less

competitive overall. Now, another interesting aspect or

another interesting mechanism that works as a soft commitment is the so-called

most favoured customer clause.

It's a provision in sales contracts that you can write, which basically promises

the customer that he will get refunded if another customer is charged a

lower price sometime in the future. Most of the time these most favoured

customer clauses will have some time limit to it, usually six months or one

year. And that means that if within that time

period the price of a particular product ever goes down, you're going to be

refunded the difference between the price you paid and the price that someone else

pays at a later point. Now, again it sends two signals.

The first one is to the consumer. There's no point in waiting until the

prices go down because if you buy now then even if half a year

later the prices go down, you're going to pay the lower price.

That's the issue, that's the point of the most favorite customer clause.

But on the other hand, you're also sending a signal to your competitors.

You're sending the signal that it will be costly for you to compete for certain

customers because lowering prices will not just lower your margin for future

customers, but you're also going to have to reimburse all the previous customers

that you sold to add a higher price. So that means that relatively speaking,

it's going to be more costly for you to lower your price, which is exactly the

kind of cooperative commitment or soft commitment that we often think about.

So, to sum up from the last two videos, we found that commitment can help firms

to coordinate their behavior. There are two types of commitment with

quite different underlying mechanisms. We have aggressive commitments that are

all about moving first, eliminating those moves that can lead to unattractive

equilibria. On the other hand, cooperative commitment

is all about signaling to other players that you're a friendly, nice guy and

you're committed to behaving cooperatively.

So for now, thanks very much for staying on throughout the whole lecture.

We're almost done for today. But before we go on, let's finally

wrap up what we've learned today, in the next video.

So I'll see you, in a second, in the wrap up.

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