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。
研发的不同阶段 Stages of R&D
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來自 Ludwig-Maximilians-Universität München (LMU) 的課程
竞争策略（中文版）
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從本節課中
为何要关注研发？Why Worry About Research and Development
在探讨研发的时候，一些重要的策略问题会反复出现。我们将通过本模块仔细研究这些问题。不少创新的诞生的确是源自好运气，但似乎毋庸置疑——大部分时候是因为创新者积极努力实现某个具体的发明。
與講師見面
Tobias KretschmerProfessor
Institute for Strategy, Technology and Organization
So before we have a closer look at strategic aspects,
let's first clarify what we mean when we talk about innovation and research and
development. There are several important aspects and
distinctions, and we'll focus on these in the coming two videos.
So thinking about the stages of R&D, the main distinctions are between basic
research, applied research, and product development.
And we'll look at those in turn. So basic research is basically the
developing of scientific knowledge, basic scientific knowledge, that you can apply
to a wide range of potential uses. This would be, for example, research on
radio waves, which has many different applications including, but not
exclusively mobile telephony. When we talk about applied research, it's
about application of this basic scientific knowledge to the solution of a
specific problem. So, in this case, for example, if you
were interested in trying to communicate with others when there's no fixed line
close by, then you're specific problem would be that.
Now, you could develop a new product or a new process to do that.
And in this particular example, we will think about the development of the mobile
phone, of a prototype of the mobile phone, as applied research.
Now, that once we go one step further, we can think about product development.
Product development is about the identification of relevant consumers, and
it's about tailoring these products or these processes to the needs of those
consumers. So to be concrete, if you have your
prototype and you adjust the size, the shape, the color of that particular
mobile phone to the tastes of your consumers, that would be product
development. Now how these
three stages of R&D differ, is actually an interesting question.
In particular, they're interesting when we think about the patentability of these
products and the consequences. So, basic research has the main
characteristic that the outcomes are difficult to protect.
They are often subject to spillovers between firms.
These could come either through publications, through publicly available
publications or through contacts between the personnel of different
firms. So knowledge spillover simply means that
one firm learns from the activity of another.
Now, that leads to, what we know is a prisoner's dilemma.
So both firms would be better off, they know that they would be better off,
if both of them would invest into basic research and development.
But both of them would be better off, if the other firm did it on their own.
So therefore, mainly basic research is done by universities, by public
laboratories, or by networks of firms to get rid or to solve the problem of a
prisoner's dilemma. Things are different when we talk about
applied research and product development. Here, it can often be protected.
Whatever you invent can often be protected by patents, copyrights,
trademarks, and so on, that have the sole purpose of stopping
others of using, of making use of your innovation.
Therefore, given that this is protectable knowledge now, if two firms develop
similar products whoever comes first, will win,
and therefore, be able to gain some profit from that.
This often leads what we think of as a patent race, and that is in particular
where the behavior of competitors becomes very important.
And that's where competitive strategy has it's main domain.
So, we've just learned that there are several stages of R&D from the first
scientific thoughts, in a particular phenomenon, to the final end product.
Depending on the stage that we're looking at, it's more or less difficult to
achieve patent protection. So consequently, there are different
players involved in the different stages. And we'll keep that in mind for now and
move on to the next video in which we'll introduce some further important
definitions. So, stay tuned and see you in a minute.
