The Micro-Mechanism Of Cannibalization Between Innovative Products Of Enterprises As Political Process

Under the background of China’s economic transition,it is difficult for enterprises to continue to make profits by using low-end products.R&D departments must keep innovating to survive.However,new products will occupy the market share of incumbent products.This kind of product cannibalism will also reduce the value of the original R&D team’s technical knowledge,fixed assets and organizational practices.Therefore,many companies deviate from the technological path,hinder the accumulation of knowledge,and it is of great significance to solve this contradiction and realize the sustainable innovation of enterprises.Based on the cannibalism framework between new product R&D team and in-service product R&D team,this study explores the impact of knowledge flow on product substitution rate,and takes knowledge flow as an intermediary variable to study its intermediary role in the process of in-service product R&D team characteristics affecting technology substitution rate.Firstly,by consulting and combing the relevant literature at home and abroad,the characteristics of incumbent product R&D team are divided into two dimensions:the influence of incumbent interest group and the status difference of incumbent interest group R&D personnel.Secondly,according to the two dimensions of the characteristics of incumbent interest groups,this paper explores their impact on technology substitution rate,and introduces knowledge flow as an intermediary variable to study the intermediary role of the characteristics of incumbent interest groups in the process of influencing technology substitution rate,and puts forward relevant hypotheses.Finally,using SPSS22.0 data analysis tool,323 enterprises were selected as the research objects.Multivariate regression analysis was used to test the mediating role of knowledge flow in the process of influencing technology substitution rate by the characteristics of incumbent interest groups.The main conclusions are as follows:(1)The status difference of R&D personnel of incumbent interest groups and the influence of incumbent interest groups have significant negative effects on technology substitution rate.The influence of incumbent interest groups reduces the rate of technology substitution by restraining the acquisition of R&D resources by the incumbent interest groups in the R&D process,thus restraining the innovation of the incumbent interest groups on the original technological track to competite with incumbent products.The difference in the status of R&D personnel in incumbent interest groups leads to the flow of R&D personnel from incumbent interest groups to new interest groups.Adding R&D capabilities of new interest groups on other technology tracks,and reduces the rate of technology substitution..(2)Knowledge flow plays a part of intermediary role in the process of influencing technology substitution rate by the status difference of R&D personnel of incumbent interest groups;knowledge flow plays no intermediary role in the process of influencing technology substitution rate by incumbent interest groups.R&D personnel bring explicit knowledge,organizational inertia and tacit knowledge to new interest groups in the process of flow from incumbent interest groups to new interest groups.Then new interest groups carry out knowledge re-creation and complete knowledge flow.But in the process of influence of incumbent interest groups on technology substitution rate,R&D personnel are not involved.Flow of knowledge does not play a mediating role.(3)Market competition intensity plays a negative regulatory role in the process that the characteristics of incumbent interest groups affect the technology substitution rate of products.The increase of market competition intensity will reduce the possibility of new products to succeed in the market,thus reducing the mobility of personnel and the accompanying knowledge flow,weakening the negative relationship between the status difference of R&D personnel and the technology substitution rate of enterprises;the increase of market intensity will lead to the rapid increase of the possibility of other competing enterprises to carry out the next round of innovation and reduce the restraint of incumbent interest groups.The willingness to create new interest groups weakens the negative relationship between the influence of incumbent interest groups and the technology substitution rate of enterprises.