Traditionally, the first firm to commercialize a new technology has benefited from the unique opportunity to shape product definitions, forcing followers to adapt to a standard or invest in an unproven alternative. Today, however, the largest payoffs may go to companies that lead in developing integrated approaches for successful mass production and distribution.

Producers of the Beta format for videocassette recorders (VCRs), for example, were first to develop the VCR commercially in 1975, but producers of the rival VHS (Video Home System) format proved to be more successful at forming strategic alliances with other producers and distributors to manufacture and market their VCR format. Seeking to maintain exclusive control over VCR distribution, Beta producers were reluctant to form such alliances and eventually lost ground to VHS in the competition for the global VCR market.

Despite Beta's substantial technological head start and the fact that VHS was neither technically better nor cheaper than Beta, developers of VHS quickly turned a slight early lead in sales into a dominant position. Strategic alignments with producers of prerecorded tapes reinforced the VHS advantage. The perception among consumers that prerecorded tapes were more available in VHS format further expanded VHS's share of the market. By the end of the 1980s, Beta was no longer in production.


According to the passage, consumers began to develop a preference for VCRs in the VHS format because they believed which of the following?


VCRs in the VHS format were technically better than competing format VCRs.

VCRs in the VHS format were less expensive than competing format VCRs.

VHS was the first standard format for VCRs.

VHS prerecorded videotapes were more available than those in Beta format.

VCRs in the Beta format would soon cease to be produced.

考题讲解

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正确答案是 D. VHS prerecorded videotapes were more available than those in Beta format。原因是根据文章所述,消费者开始偏好VHS格式的VCRs,因为他们认为预先录制的VHS磁带比Beta格式的更容易获得。文章中指出,与录制磁带生产商成功结盟,导致消费者认为预先录制的磁带可以在VHS格式中更容易获得,从而扩大了VHS格式市场份额,这说明选项 D 是正确答案。

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