GENERAL PRESENTATION The issue of change in industrial structures and business strategies Nadine Levratto, Blandine Laperche
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1 Powered by TCPDF ( GENERAL PRESENTATION The issue of change in industrial structures and business strategies Nadine Levratto, Blandine Laperche De Boeck Supérieur «Journal of Innovation Economics & Management» 2016/2 n 20 pages 3 à 8 ISBN Article disponible en ligne à l'adresse : Pour citer cet article : Nadine Levratto, Blandine Laperche«General presentation. The issue of change in industrial structures and business strategies», Journal of Innovation Economics & Management 2016/2 (n 20), p DOI /jie Distribution électronique Cairn.info pour De Boeck Supérieur. De Boeck Supérieur. Tous droits réservés pour tous pays. La reproduction ou représentation de cet article, notamment par photocopie, n'est autorisée que dans les limites des conditions générales d'utilisation du site ou, le cas échéant, des conditions générales de la licence souscrite par votre établissement. Toute autre reproduction ou représentation, en tout ou partie, sous quelque forme et de quelque manière que ce soit, est interdite sauf accord préalable et écrit de l'éditeur, en dehors des cas prévus par la législation en vigueur en France. Il est précisé que son stockage dans une base de données est également interdit.
2 GENERAL PRESENTATION THE ISSUE OF CHANGE IN INDUSTRIAL STRUCTURES AND BUSINESS STRATEGIES Nadine LEVRATTO EconomiX, CNRS-université de Paris Ouest, Nanterre, La Défense Centre d Etudes de l Emploi Kedge Business School, France nadine.levratto@u-paris10.fr Blandine LAPERCHE CLERSE (UMR-CNRS 8019) Université du Littoral Côte d Opale Research Network on Innovation, Paris, France blandine.laperche@univ-littoral.fr In a context of global competition based on innovation, the branches of industry and the companies which comprise them are subject to opposing forces. On the one hand, the search for profits, economic efficiency and economies of scale and of scope leads to an increase in the size of the companies and the establishment of oligopolistic markets, dominated by some firms which concentrate technological and financial assets. On the other hand, the existing rules are disturbed by increasing competition, by some major changes in the production process resulting from innovation, and by the emergence of new economic players encouraged by the new production and consumption practices. These changes, which concern both sides of the market, drive the transformation of the established structures. They also generate the creation of new entities and new activities. Analysis of the connections between market structures, the strategies of the economic agents and the performances studied at company and industry level have mobilised numerous n 20 Journal of Innovation Economics & Management 2016/2 3
3 scholars for a long time. The founders of industrial organisation, such as Mason (1939, 1949) and Bain (1951, 1959), were key contributors to this field of literature. We do not intend to present and discuss the multiple debates which marked the history of the industrial organisation built around the Structure-Conduct-Performance (SCP) paradigm (on this subject see for example Arena et al., 1988, Uzunidis, 2016). The authors taking part in this special issue participate, in their own way and in consideration of the current economic conditions, in analysing the influence of the institutional context on the changes between and within industries. This new issue of the Journal of Innovation Economics and Management brings together papers considering structural change at the industry level. The focus on industrial structures does not neglect the economic and social environment in which companies operate. This extensive conception develops the core logic of the so-called Bainian sequence, according to which the elements comprising the market structure determine firms behaviour which, in turn, influences performances. According to the enlarged vision of the SCP paradigm (Arena et al., 1988; Carlton et al., 2008), the basic, sometimes called fundamental, conditions of an industry, the characteristics of the economic environment and, finally, the economic policies are incorporated in the environment of any company. The feedback introduced by Scherer (1970) leads to a complete conception of the system. All the contributors to this special issue refer to this enlarged conception of the environment which encompasses the market structure, as defined by the SCP paradigm (the degree of concentration on the demand and supply sides, the degree of differentiation between products, the conditions of entry into the market). They also extend the field of application of the notion of the environment to human, financial, material and intangible resources, all of them used as inputs by companies in the production process. The institutional characteristics (laws, rules and norms) also contribute to structuring the economic environment in which firms act. The change in these structures can result from different causes, such as technical progress, behaviours and strategies adopted by companies, or from policies implemented by policy makers at a national or a regional level. 4 Journal of Innovation Economics & Management 2016/2 n 20
4 The reference to the industry is a fundamental characteristic of the SCP paradigm considered as a global framework, able to encompass any industrial reality. This feature is all the more noticeable since this explanatory power is not based on abstract notions, such as pure and perfect competition, which are replaced by empirically testable concepts exploitable at the ends of industrial policy. The structural changes which have taken place since the systematisation of this approach, which operated during the years , and the contributions of New Industrial Organisation theory (Tirole, 1993), which highlight the importance of the strategic behaviours of firms aimed at modifying the structures of market, involved a necessary adaptation of this analytical framework to the new economic conditions, on the one hand, and to the new organisation of the production system, on the other. The contributors to this special issue integrate these new conditions into their analysis of the technological mutations and target this objective. Several papers in this issue study the changes in sectors characterised by the role of the state in the development of the structure and dynamics of industries, by the high level of R&D expenses and by the concentration of supply and demand. The issue of change in such sectors has to be studied, taking into account on the one hand the profound evolution in the economic and political context and the relative place and aims of actors (these being governments, companies and other institutions) and, on the other hand, the strong inertia that can characterise highly concentrated markets. The first two papers consider the determinants of structural change. From an indepth analysis of space industries at the beginning of the 2000s, Pierre Barbaroux depicts the diversity of the changes observed in the industry of major space nations (regarding its openness, civilianisation, commoditisation), despite a common evolution towards a (more) balanced and competitive market structure. Victor Dos Santos Paulino and Gaël Le Hir consider the changes resulting from the introduction of disruptive innovation, which often acts as a threat for incumbent companies. The application of this situation to the case of the satellite industry makes it possible to show how new products (here small satellites) can be considered as potential disruptive innovation and contribute to changes in the industry structure, and how these changes may differ from one segment to another. n 20 Journal of Innovation Economics & Management 2016/2 5
5 The next three papers focus on changes in behaviours, and more specifically on their rationales, on how they may have an influence on the level of performance and on the role they have in innovation dynamics. Looking at defence companies in Germany, France and the United Kingdom after the end of the Cold War, Sylvie Matelly and Marcos Lima point out the role of States in the strategic changes observed at the level of the firm. The major changes mostly result from the requirements of governments, which intervene as customers in this industry. François-Xavier Meunier and Celia Zyla shed some light on the linkages between technological duality and the growth of companies. They show that having strongly generalised technologies provides a great advantage, whereas innovation and specific technologies tend to slow down the firm s growth. This usual pattern is not confirmed for military companies which, surprisingly, tend to benefit from specific technologies. In another sectoral context, tourism, Lars Fuglsang, Flemming Sørensen and Anne Jørgensen Nordli also show the importance of behaviours, here studied through disagreements and conflicts as factors of changes. According to them, disagreements between actors do not prevent the existence of collaborative innovation processes as soon as a diplomat enables compromises, and when innovation spheres change from personalised to more generalised forms of activity during interaction. The next two papers focus on the determinants of firms decisions. These may, as a matter of fact, depend on internal factors such as firms various capabilities, or on external ones such as the characteristics of the market or on a mix of them. In their paper, Marc Baudry and Béatrice Dumont explore the link between market maturity and patent renewal decisions in the wind power sector in Germany. They estimate a micro-level model of renewal decisions that control for both patent metrics and market maturity and show that renewal decisions are sensitive to market maturity. More specifically, market maturity positively affects the initial rent but increases the depreciation of the rent. In the following paper, which is an empirical paper based on microdata, Adel Ben Khaliffa examines the determinant 6 Journal of Innovation Economics & Management 2016/2 n 20
6 factors of a firm s adoption of information and communication technologies (ICT) in the context of a developing country. He shows that absorptive capacity, the firm s size, strategic fit and the multi-unit firm play an important role in ICT adoption. The next paper published in this special issue, by Francesc Relano and Elisabeth Paulet, raises the topic of a source of change that has been barely studied, i.e. ethics. Making a difference between profit-seeking and supply-driven innovation on the one hand and demand-driven, outward-looking and socially-oriented innovation on the other, they show how the latter can be responsible for changes in the banking industry. They also insist upon the fact that this demand-driven innovation approach to banking makes sense in the context of the post-financial crisis. In the Syllogism section, Dimitri Uzunidis comes back to the origins of the industrial organisation field and presents the evolution of the concepts and debates that have developed from the emergence of the SCP paradigm. These debates highlight its limits and develop new approaches focusing on the dynamics of the whole paradigm and/or on the definition and characteristics of its parts. As such, this article constitutes a kind of propaedeutic (basic knowledge that is necessary to the learning of more specific methods, models, forms and concepts, and to deepen the understanding of existing knowledge) for the theory of industrial organisation. REFERENCES ARENA, R., BENZONI, L., DE BANDT, J., ROMANI, P.-M. (ed.) (1988), Traité d Economie Industrielle, Paris, Economica. BAIN, J. S. (1951), Relation of Profit-Rate to Industry Concentration: American Manufacturing, , Quarterly Journal of Economics, 65, BAIN, J. S. (1959), Industrial Organisation, New York, Wiley. CARLTON, D. W., PERLOFF, J. M. (2008), Economie industrielle, 2nd ed., Brussels, De Boeck. MASON, E. S. (1939), Price and Production Policies of Large-Scale Enterprises, American Economic Review, 29(1), MASON, E. S. (1949), The Current State of the Monopoly Problem in the United States, Harvard Law Review, 62, n 20 Journal of Innovation Economics & Management 2016/2 7
7 TIROLE, J. (1993), Théorie de l organisation industrielle, Paris, Economica. SCHERER, F. M. (1970), Industrial Market Structure and Economic Performance, Chicago, Rand Mc Nally College, Publishing Company. UZUNIDIS, D. (2016), Propaedeutics in the Theory of the Industrial Organisation: The SCP (Structure, Conduct, Performance) Paradigm, Innovations, Journal of Innovation Economics & Management, n 20 (in this issue). 8 Journal of Innovation Economics & Management 2016/2 n 20
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