製造業のサービス能力の無効化 : キャタピラーとコマツの競争を事例として HOW SERVICE CAPABILITIES ARE RENDERED INEFFECTIVE DUE TO COMPETITION
Manufacturing firms, in recent times, have acquired after-sales service capabilities to address complaints and concerns of customers. However, some service capabilities are soon rendered ineffective by those that are even more effective. Therefore, all after-sales service capabilities do not necessarily promise a competitive advantage. This paper sheds light on the destructive tendencies incurred through both rapid obsolescence and replacement of service capabilities. We hypothesise that the service capabilities of a company to resolve a certain issue at point in time t_i will be largely ineffective when a competing company appears with a service capability to solve the same issue at point in time t_<i-x>, i.e. within a shorter time span from the sale to the occurrence of the problem, perhaps by using different methods. Even if such situation occurs, the former company will persist with its own existing service capability (at t_i). This is because if it shifts to match the service capability of competing companies (at t_<i-x>,), it will render its own existing service capability ineffective. As a result, the company's standing in the market could suffer. To further illustrate the aforementioned theoretical framework, we will discuss our results of a case analysis pertaining to competition between Komatsu and Caterpillar, manufacturers of construction machinery, within the Chinese market. We will exhibit how Komatsu's service capability of troubleshooting machine problems rendered Caterpillar's service capability ineffective and why the latter could not occupy the leading position in the market.
日本経営学会誌 34(0), 15-25, 2014