СТРАТЕГИЧЕСКОЕ ПРЕДОТВРАЩЕНИЕ ВХОДА ФИРМ НА РЫНОК: ОБЗОР МОДЕЛЕЙ

В статье рассмотрены результаты ключевых исследований, посвящённых анализу стратегического поведения старожилов рынка, направленного на предотвращение входа на рынок новых фирм. Автором выделены основные направления научных исследований в данной области, позволяющие понять особенности воздействия фирм-старожилов на поведение фирм-новичков, методы и последствия политики недопущения новых фирм на рынок.

На сегодняшний день отрасли со свободным входом представляют собой редкое явление. Зачастую проникновение новых фирм на рынок сопряжено со значительными издержками входа, которые дают возможность фирмам-старожилам пользоваться преимущественным положением на рынке и получать положительную экономическую прибыль. В случае угрозы проникновения на рынок потенциальных конкурентов старожилы предпринимают стратегические действия, направленные на предотвращение входа и сохранение своего доминирующего положения. Среди наиболее эффективных стратегий можно выделить создание дополнительных издержек входа для новичков посредством установления лимитирующего объёма выпуска продукции и лимитирующей цены, инвестиций в невозвратные активы, а также дифференциации продукции. Такие действия оказывают прямое влияние на издержки и/или прибыль новичка и способны изменить ожидания потенциального конкурента относительно будущих намерений старожилов сохранить своё доминирование на рынке.

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