THE LCD MARKET: THE ORIGIN AND UNDERLYING REASONS FOR THE GROWTH OF LIQUID CRYSTAL DISPLAY TECHNOLOGY IN THE USA--FOCUS: ELECTRONIC WATCH AND CALCULATOR APPLICATIONS.

摘要

The probability of success of survival of the LCD (Liquid Crystal Display) technology, which had emerged in 1968, after over 80 years of controversy and development, raised many questions. In the 1970s, nearly 30 small U.S. manufacturers entered the market, failed, sold out, merged, or disappeared. Competing technologies further raised doubts. Electronics companies entered the market and threatened to displace the classical watch companies who were not convinced that the first application for LCD technology, in watches, could sustain the competitive threat from other display technologies. The 73% pricing curve applied by U.S. electronics companies after the mid-1970s was seen to destroy the classical U.S. watch companies' channels of distribution, i.e. the local drug and jewelry store. Foreign competition with shifting factors of production, notably labor, further complicated the viability of LCD technology.;The results showed that the LCD technology was outperforming all other competing display technologies in hand-held/portable equipment and device applications and that low price was not an assurance for manufacturers to increase their market shares. Foreign competition was seen as a threat to U.S. manufacturers. Far East manufacturing operations of U.S. LCD manufacturers proved cost effective for standard production items. An advancement into the next phase of LCD technology, through the application of Pleochroics, was seen to require further R&D efforts in the U.S.A., Japan, and Europe. The addition of colors and the extention of the operating temperature range were seen to represent major improvements required to open up larger and more diversified markets, especially those in the large area, multiplexed, flat panel display area.;The conclusion of the research was that the LCD technology was well accepted by consumers, was still not fully under control by U.S. manufacturers, and was undergoing process and technology trend changes. It was also found that with a reduction in price, consumer acceptance decreased. Consumers are willing to pay a higher price for a quality product.;The marketing research applied to verify or disprove the projected notion that the LCD technology was short-lived, encompassed a nationwide LCD manufacturers' survey and a consumer attitude survey conducted in four major cities throughout the U.S.A.