研討日期

2012825日上午10:20 ~ 13:00

研討地點

台大社會科學院26教室

討論文獻

題目

作者

文獻出處

Are Sunk Costs a Barrier to Entry?

 

LU´IS M. B. CABRAL

 

THOMAS W. ROSS

 

Journal of Economics & Management Strategy,

 

報告人

丁虹仁

參加人員

黃鴻、梁文榮、王光正、陳宏易、蔡明芳、彭正浩、高國峯、陳金盛、曾靜枝、丁虹仁、鍾暳陵、林季萱、呂得成、黃品錚、許至乙、施姵全

論文提要

   The received wisdom is that sunk costs create a barrier to entry—if entry fails, then the entrant, unable to recover sunk costs, incurs greater losses. In a strategic context where an incumbent may prey on the entrant, sunk entry costs have a countervailing effect: they may effectively commit the entrant to stay in the market. By providing the entrant with commitment power, sunk investments may soften the reactions of incumbents. The net effect may imply that entry is more profitable when sunk costs are greater.

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研究建議