Джерард Теллис - Воля и видение. Как те, кто приходит позже остальных, в итоге заправляют рынками
7
Al Ries and Jack Trout, The 22 Immutable Laws of Marketing, Harper Collins, New York, 1993, p. 4.
8
Gregory S. Carpenter and Kent Nakamoto, op. cit., p. 286.
9
Profit Impact of Market Strategy.
10
Источники: Frank H. Alpert, Michael A. Kamins, and John L. Graham, «An Examination of Reseller Buyer Attitudes toward Order of Brand Entry», Journal of Marketing, 56:25–37 (July 1992); R. S. Bond and D. F. Lean, «Sales, Promotion, and Product Differentiation in Two Prescription Drug Markets», U.S. Federal Trade Commission, 1977; Robert D. Buzzell and Bradley T. Gale, The PIMS Principles: Linking Strategy to Performance, Free Press, New York, 1987; Gurumurthy Kalyanaram and Glen L. Urban, «Dynamic Effects of the Order of Entry on Market Share, Trial, Penetration, and Repeat Purchases for Frequently Purchased Consumer Goods», Marketing Science, 11(3):235–251 (1992); Fahri Karakaya and Michael J. Stahl, «Barriers to Entry and Market Entry Decisions in Consumer and Industrial Goods Markets», Journal of Marketing, 53:80–91 (April 1989); Mary Lambkin, «Order of Entry and Performance in New Markets», Strategic Management Journal, 9:127–140 (Summer 1988); Mary Lambkin and George S. Day, «Evolutionary Processes in Competitive Markets: beyond the Product Life Cycle», Journal of Marketing, 53:4–20 (July 1989); W. J. Lane, «Product Differentiation in a Market with Endogenous Sequential Entry», Bell Journal of Economics, 11:237–260 (1980); Gary L. Lilien and Eunsang Yoon, «The Timing of Competitive Market Entry: An Exploratory Study of New Industrial Products», Management Science, 36:568–585 (May 1990); Michael J. Moore, William Boulding, and Ronald C. Goodstein, «Pioneering and Market Share: Is Entry Time Endogenous and Does It Matter?» Journal of Marketing Research, 28:97–104 (February 1991); Mark Parry and Frank M. Bass, «When to Lead or Follow? It Depends», Marketing Letters, 1: 187–198 (November 1990); William T. Robinson and Claes Fornell, «Sources of Market Pioneer Advantage in Consumer Goods Industries», Journal of Marketing Research, 22:305–317 (August 1985); William T. Robinson, «Sources of Market Pioneer Advantages: The Case of Industrial Goods Industries», Journal of Marketing Research, 25:87–94 (February 1988); Steven P. Schnaars, «When Entering Growth Markets, Are Pioneers Better Than Poachers?» Business Horizons, vol. 29, March-April, 1986, pp. 27–36; Mary Sullivan, «Brand Extension and Order of Entry», Marketing Science Institute Working Paper, Report No. 91–105, Marketing Science Institute, Boston, 1991; Glen L. Urban, Theresa Carter, Steven Gaskin, and Zofia Mucha, «Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications», Management Science, 32:645–659 (June 1986); Ira T. Whitten, «Brand Performance in the Cigarette Industry and the Advantages of Early Entry», U.S. Federal Trade Commission, 1979; George S. Yip, Barriers to Entry, Lexington Books, D. C. Heath, Lexington, MA, 1982.
11
Ries and Trout, op. cit., p. 2.
12
Например, см. Phillip Robinson, «HP LaserJet 4 Introduces a New World of Printing», Austin American-Statesman, Dec. 28, 1992, p. E2.
13
Stephen Roberts, «Early Laser Printer Development», http://www.printer-works.com/ Catalogs/CX–Catalog/CX-HP Laserjet-History.html and personal correspondence (1994).
14
На данный момент становится весьма популярен веб-браузер Mozilla, созданный энтузиастами на основе разработок Netscape.
15
«Will Microsoft Catch Netscape?» Computer world Apr. 29, 1996, pp. 80–81.
16
Например, см. Sandra Jones, «Net Browser Spyglass Plans 2-for-l StockSplit», Chicago Sun-Times, Nov. 29, 1995, p. 69.
17
«Mosaic Quest Closes in Redmond Original», Computer Business Review, Feb. 1, 1997.
18
Tim Berners-Lee, «Spinning the Web: A Place for Everything, and Everything on the Web?» Data Communications, Oct. 21, 1997, p. 48; Hal Berghel, «Who Won the Mosaic War?» ACM, 41 (10):13–16, (1998).
19
Психологи также описывают схожую проблему, которая возникает, когда руководителей просят описать свои личные качества. Респонденты склонны преувеличивать свои положительные черты и скрывать отрицательные. Это явление получило название синдрома положительной самооценки.
20
Procter & Gamble, Annual Report, 1977.
21
Paul Freiberger and Michael Swaine, Fire in the Valley: The Making of the Personal Computer, Osborne/McGraw-Hill, Berkeley, CA, 1984; Amar Gupta and Hoormin D. Toong, «The First Decade of Personal Computers», in Amar Gupta and Hoormin D. Toong, eds., Insights into Personal Computers, IEEE Press, New York, 1985; Gerald E. Nelson and William R. Hewlett, «The Design and Development of a Family of Personal Computers for Engineers and Scientists», in Gupta and Toong, eds., op. cit.; Paul E. Ceruzzi, A History of Modern Computing, MIT Press, Cambridge, MA, 1999.
22
«Personal Computers: And the Winner Is IBM», Business Week, Oct. 3, 1983, pp. 76–95.
23
Gupta and Toong, op. cit.; Jack M. Nilles, Technology Assessment of Personal Computers: Volume 2, Personal Computer Technology, Users, and Uses, University of Southern California team sponsored by National Science Foundation, document available from National Technical Information Service, U.S. Department of Commerce, 1980, p. 2–5.
24
«Microcomputers Catch on Fast», Business Week, July 12, 1976, p. 50.
25
Grinding It Out.
26
Ray Kroc and Robert Anderson, Grinding It Out: The Making of McDonald's, Regnery, Chicago, 1977.
27
Ellen Graham, «McDonald's Pickle: He Began Fast Food but Gets No Credit», The Wall Street Journal, Aug. 15, 1991, p. Al.
28
Kroc and Anderson, op. cit., p. 9.
29
Ibid, p. 11.
30
«Out to Crack the Copying Market», Business Week, Sept. 19, 1959, p. 86.
31
longitudinal – продолжительный (англ.) – термин для обозначения социологических исследований, продолжающихся длительное время.
32
Источники в соответствии с порядком цитирования: «Howard Johnson-Highway Host», Financial World, May 20, 1964, p. 5; «Proliferating Drive-Ins», Financial World, Apr. 5, 1967, pp. 6–7; ibid.; ibid.; «Franchise to Growth», Financial World, Sept. 8, 1965, p. 6.
33
Например, см. Peter N. Golder and Gerard J. Tellis, «Pioneer Advantage: Marketing Fact or Marketing Legend», Journal of Marketing Research, 30:158–170 (May 1993); Gerard J. Tellis and Peter N. Golder, «First to Market, First to Fail? Real Causes of Enduring Market Leadership», Sloan Management Review, 37(2): 65–75 (1996).
34
Эти результаты основываются на более широкой и более свежей выборке, чем та, на которую мы ссылались в следующих публикациях: Peter N. Golder and Gerard J. Tellis, «Pioneer Advantage: Marketing Logic or Marketing Legend?» Journal of Marketing Research, 30:158–170 (May 1993); Gerard J. Tellis and Peter N. Golder, «First to Market, First to Fail? Real Causes of Enduring Market Leadership», Sloan Management Review, 37(2):65–75 (1996).
35
William T. Robinson, «Sources of Market Pioneer Advantages: The Case of Industrial Goods Industries», Journal of Marketing Research, 25:87–94 (February 1988); William T. Robinson and Claes Fornell, «Sources of Market Pioneer Advantage in Consumer Goods Industries», Journal of Marketing Research, 22:305–317 (August 1985); Glen L. Urban, Theresa Carter, Steven Gaskin, and Zofia Mucha, «Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications», Management Science, 32:645–659 (1986); Gurumurthy Kalyanaram and Glen L. Urban, «Dynamic Effects of the Order of Entry on Market Share, Trial, Penetration, and Repeat Purchases for Frequently Purchased Consumer Goods», Marketing Science, 11(3):235–251 (1992).
36
Al Ries and Jack Trout, The 22 Immutable Laws of Marketing, HarperCollins, New York, 1993, p. 7.
37
Ibid., p. 5.
38
J. C. Louis and Harvey Yazijian, The Cola Wars, Everest House, New York, 1980, p. 14.
39
vision, persistence, innovation, commitment, and asset leverage.
40
Bill Gates, «They're Talking, We're Selling», The Wall Street Journal, Mar. 16, 1995, p. A22.
41
Amy Cortese, et al., «America Online 's Global Push», Business Week, April 3, 1996, p. 78; Swisher, AOL. Com, Random House, New York, 1998.
42
Masaru Ibuka, «How SONY Developed Electronics for the World Market», IEEE Transactions on Engineering Management, 22(1):16 (February 1975).
43
Mainframe (англ.) – 1. Большая универсальная ЭВМ – высокопроизводительный компьютер со значительным объёмом оперативной и внешней памяти, предназначенный для организации централизованных хранилищ данных большой ёмкости и выполнения интенсивных вычислительных работ. 2. Компьютер c архитектурой IBM System/360, 370, 390, zSeries.
