「釋義」

當(dāng)兒童在和他同年齡兒童一塊玩耍時(shí)，他和他們同時(shí)玩相同的東西或玩具，但是各玩各的，各依自己的意思在玩，彼此之間并無相互影響或依成規(guī)約束自己或別人的活動(dòng)方式。這種游戲方式稱為平行游戲。這是以社會(huì)互動(dòng)方式而分類的游戲方式之一。

在新生市場(chǎng)獲得成功的先鋒企業(yè)，行為與學(xué)齡前兒童有著驚人的相似之處。先鋒企業(yè)努力了解市場(chǎng)和客戶，學(xué)習(xí)可能發(fā)揮效用的行動(dòng)，方式與幼兒了解世界的方式非常相似。

「應(yīng)用場(chǎng)景」

在不甚了解情況的時(shí)候，平行游戲是一種自然而然的行為方式。與新生市場(chǎng)中其他競(jìng)爭(zhēng)對(duì)手相比，成功的企業(yè)有三種特別的平行游戲方式。

Parallel play is a natural way to behave when you don’t know very much. Three kinds of parallel play behaviors in particular distinguish high-performing new-market companies from their less-successful rivals.

早期不考慮差異化，而是借鑒創(chuàng)意。幼兒各自獨(dú)立學(xué)習(xí)，但因?yàn)樗麄儠?huì)互相觀察，所以每一組兒童都在進(jìn)行某種集體實(shí)驗(yàn)，使其中每一個(gè)人都能學(xué)到比自己?jiǎn)为?dú)學(xué)習(xí)更多的東西。幼兒很少花費(fèi)時(shí)間精力嘗試超過別人。借鑒也是新生市場(chǎng)創(chuàng)新者的典型方法。這一點(diǎn)還是可以用拼車業(yè)初期的例子。Sidecar選擇降低其多人乘車、多站停車模式內(nèi)在的復(fù)雜性，專注一人乘車、一站停車。駕駛者不是職業(yè)司機(jī)，開的是自己的私家車，而且叫車的應(yīng)用程序會(huì)搭載電子支付、GPS導(dǎo)航和駕駛者評(píng)價(jià)系統(tǒng)等功能。其他公司頓時(shí)都明白這些特性能夠創(chuàng)造價(jià)值。Zimride的服務(wù)模仿Sidecar，后來Zimride更名為Lyft。

Early on, forget about differentiation. Borrow ideas instead.

Young children learn individually, but because they observe one another, any group of them is performing a kind of collective experiment, enabling each one to learn more than he or she could alone. Indeed, preschoolers often imitate one another. Rarely do they bother trying to outdo one another. Borrowing is also typical of successful new-market innovators. Again, the nascent ride-sharing category offers a good example. Sidecar opted to reduce the complexity inherent in its multipassenger, multistop model and focused instead on one-passenger, one-stop rides. The drivers would be nonprofessionals using their own cars, and the system would include such in-app features as electronic payments, GPS navigation, and a rating system for drivers. Suddenly, those features for creating value made the most sense to everybody. Zimride’s service emulated Sidecar closely, and the company eventually changed its name to Lyft.

《新生市場(chǎng)謎題》

羅里·麥克唐納，卡特勒恩·艾森哈特

2020年6月刊

“The New-Market Conundrum”

by Rory McDonald and Kathleen M. Eisenhardt

編輯：馬冰侖?