Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение


Goods", Marketing Science, 11(3):235-251 (1992).

  • Al Ries and Jack Trout, The 22 Immutable Laws of Marketing, HarperCollins, New
    York, 1993, p. 7.

  • Ibid., p. 5.

  • J. С. Louis and Harvey Yazijian, The Cola Wars, Everest House, New York, 1980,
    p Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. 14.

  • Bill Gates, "They're Talking, We're Selling", The Wall Street Journal, Mar. 16, 1995,
    p. A22.

  • Amy Cortese, et al., "America Online's Global Push", Business Week, April 3, 1996,
    p. 78; Swisher, AOL. Com, Random House, New Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение York, 1998.

  • Masaru Ibuka, "How SONY Developed Electronics for the World Market", IEEE
    Transactions on Engineering Management, 22(1):16 (February 1975).

    Глава 4

    1. Harry Tecklenburg, "A Dogged Dedication to Learning", Research Technology
      Management, July-August 1990, p. 14.

    2. "Disposable Diapers Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение", Internal Report and Planning Document, Johnson & Johnson
      Archives, New Brunswick, NJ, 1969, p. 3.

    3. Другие источники: "Diapers", Consumer Reports, August 1954, pp. 160-164;
      "Disposable Diapers", Consumer Reports, March 1961, pp. 151-152; "For Babies Only-Chux
      Throw-Away Diapers", Delineator, August 1935, p. 6; "The Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Great Diaper Rash", Forbes,
      Dec. 15, 1970, p. 24; "All Those Leaky Diapers", Forbes, Feb. 15, 1975, pp. 49, 50; Lawrence
      G. Foster and F. Robert Kniffen, Press Release 81B11, Johnson & Johnson, New Brunswick,
      NJ, 1981; Michael E. Porter Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, "The Disposable Diaper Industry in 1974", Harvard Business School
      Case 380-175 (1980); Procter & Gamble, ^ Annual Report, 1977; Tecklenburg, op. cit.,
      pp. 12-15; "The Great Diaper Battle", Time, Jan. 24, 1969, pp. 69-70.

    4. Источники: Brian Сое, Cameras: From Daguerreotypes to Instant Pictures, Crown
      Publishers, New Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение York, 1978; "Polaroid Cameras", Consumer Reports, January 1968,
      pp. 44—46; Vrinda Kadiyali, "Eastman Kodak in the Photographic Film Industry: Picture
      Imperfect?" in David I. Rosenbaum, ed., ^ Market Dominance: How Firms Gain, Hold, Or Lose
      It and Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение the Impact on Economic Performance, Praeger, Westport, CT, 1998, pp. 89-108; Eaton
      S. Lothrop, Jr., A Century of Cameras, Morgan & Morgan, Dobbs Ferry, NY, 1973; Beaumont
      Newhall, The History of Photography, Little, Brown, Boston, 1982; J. Utterback, Mastering the
      Dynamics Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение of Innovation, Harvard Business School Press, Boston, 1994.

    5. Nick Lyons, The Sony Vision, Crown Publishers, New York, 1976.

    6. Ibid., pp. 150-151.

    7. Ibid.

    8. Richard S. Rosenbloom and Michael A. Cusumano, "Technological Pioneering and
      Competitive Advantage: The Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Birth of the VCR Industry", California Management Review, XXIX:
      63 (Summer 1987).

    9. Другие источники: "Agencies Eye Sony Home TV Recorder for Storyboard Uses",
      Advertising Age, June 21, 1961, p. 101; "Agency Dilemma: Kin Sue Clients Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение", Advertising Age,
      July 18, 1966; "RCA Select Vision Bows; Home Sports Fans Become TV Producers in Early
      70s", Advertising Age, Oct. 13, 1969, p. 57; Ampex, Annual Reports, 1969-1976, 1980; "More
      Gear for Home Movie Fans", BusinessWeek, July 16, 1966; "Hotter Competition in Video
      Recorders", Business Week Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, Apr. 25, 1977, p. 36; "A Flickering Picture for Video Recorders",
      ^ Business Week, Aug. 21, 1978, p. 28; "Color TV", Consumer Reports, November 1961,
      pp. 612-613; "Home Video Tape Recorder", Consumer Reports, June 1966, p. 280; "The Betamax:

    How Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Well Does It Work?" Consumer Reports, May, 1977, p. 291; "The Greatest Thing Since the Nickelodeon?" Forbes, July 1, 1970; James P. Forkan, "Video Cassette Man Prognosticate Unit Sales Up to 60,000 in 72", ^ Advertising Age, Oct. 2, 1972; James P. Forkan, "Sony Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Begins Roll of Video Cassette Unit in N.Y. Market", Advertising Age, Nov. 3, 1975; Sumantra Ghoshal and Christopher A. Bartlett, "Matsushita Electric Industrial (MEI) in 1987", Harvard Business School Case 9-388-144 (1988); Masaru Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Ibuka, "How SONY Developed Electronics for the World Market", IEEE Transactions on Engineering Management, 22(1): 15-19 (February 1975); Lawrence Lessing, "Stand By for the Cartridge TV Explosion", Fortune, June 1971, p. 80; Mark R. Levy, "The VCR Age: Home Video Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение and Mass Communication", Sage Publications, Newberry Park, CA, 1989; Ralinda Young Lurie, "The World VCR Industry", Harvard Business School Case 9-387-098 (1987); Lyons, op. cit; Matsushita, Annual Reports, 1971-1973, 1975, 1977, 1979, 1981, 1985; Peter Nulty, "Matsushita Takes the Lead Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение in Video Recorders", Fortune, July 16, 1979, pp. 110-116; Richard S. Rosenbloom and Karen Freeze, "Ampex Corporation and Video Innovation", in Richard S. Rosenbloom, ed., Research on Technological Innovation, Management and Policy, Vol. 2, JAI Press, Greenwich Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, CT, 1985; Richard S. Rosenbloom and Michael A. Cusumano, op. cit., pp. 51—76; Scott R. Schmedel, "Sony TV Tapes Stir U.S. Firms to Act; Separation Spreads to Canada's West", The Wall Street Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Journal, Mar. 28, 1977, p. 6; Sony, Annual Reports, 1973-1974, 1976-1982, 1984; "VCR Owners", The Wall Street Journal, May 1, 1986, p. B5; David B. Yoffie, "The World VCR Industry", Harvard Business School Case 9-387-098, rev. Jan. 23, 1990.

    1. Robert Slater, Portraits in Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Silicon, MIT Press, Cambridge, MA, 1987, p. 178.

    2. William Aspray, "The Intel 4004 Microprocessor: What Constitutes Invention?" IEEE
      Annalsof the History of Computing, 19(3):10 (1997).

    3. Ibid.

    4. Ibid., p. 179.

    5. И Фаггин, и Хофф утверждают о собственной роли в отвоевании Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение прав на 4004 и
      побуждении Intel к маркетингу чипов. Правда Фаггин при это утверждает, что Хофф
      был против маркетинга чипов. William Aspray, op. cit., 1997.

    6. "The History of Intel, 30 Years of Innovation", http://www.intel Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение.com/press-room/
      archive/backgrnd/cn71898a.htm

    7. Tim Jackson, Inside Intel, Dutton/Penguin Putnam, New York, 1997, p. 73.

    8. Другие источники: Robert A. Burgelman, "Fading Memories: A Process Theory of
      Strategic Business Exit in Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Dynamic Environments", Administrative Science Quarterly, vol. 39,
      1994, pp. 24-56; Gene Bylinsky, "How Intel Won Its Bet on Memory Chips", Fortune, November
      1973, pp. 142-147,186; Dennis Carter and Robert Burgelman, "Intel Corporation: The Evolution
      of an Adaptive Organization", Academy Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение of Management Conference, Chicago, August
      6-11, 1999, http://www.aom.pace.edu/meetings/1999/INTELl.htm; Paul E. Ceruzzi, ^ A History
      of Modern Computing, MIT Press, Cambridge, MA, 1999; George W. Cogan, "Intel Corporation
      (A): The DRAM Decision", Graduate School Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение of Business, Stanford University, Palo Alto, CA,
      1989; Robert X. Cringley, Accidental Empires, Addison-Wesley, Reading, MA, 1993; Elvia Faggin,
      "Faggin Contributed to First Microprocessor", ^ San Jose Mercury News, Oct. 3, 1986, p. 6B;
      Paul Freiberger and Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Michael Swaine, Fire in the Valley: The Making of the Personal Computer,
      Osborne/McGraw-НШ, Berkeley, CA, 1984; Andrew S. Grove, Only the Paranoid Survive: How
      to Exploit the Crisis Points That Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Challenge Every Company and Career, Currency/Doubleday/
      Bantam Doubleday Dell Publishing Group, New York, 1996; Amar Gupta and Hoormin D.
      Toong, "The First Decade of Personal Computers", in Amar Gupta and Hoormin D. Toong Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение,

    eds., ^ Insights into Personal Computers, IEEE Press, New York, 1985; Marcian E. Hoff, Jr., "Patents Don't Tell Whole Microprocessor Tale", San Jose Mercury News, Oct. 12, 1986, p. 10B; Gerald E. Nelson and Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение William R. Hewlett, "The Design and Development of a Family of Personal Computers for Engineers and Scientists", in ibid.; Joel N. Shurkin, Engines of the Mind: A History of the Computer Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, Norton, New York, 1984; Albert Yu, Creating the Digital Future: The Secrets of Consistent Innovation at Intel, Free Press/Simon & Schuster, New York, 1998; Rob Walker, Interview with Marcian (Ted) Hoff, Oral Histories of Semiconductor Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Industry Pioneers, Program in History and Philosophy of Science, Department of History, Stanford University, March 3, 1995.

    18. Theodore Levitt, "Marketing Myopia", Harvard Business Review, September-October, 1975, pp. 1-13.

    Глава 5

    1. Рубанок представляет собой маленькой прямоугольный древесный Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение брусок
      с регулируемым лезвием, размещенным вперед и вниз. Регулируя выброс лезвия и
      совершая повторяющиеся движения повдоль кусочка дерева, плотник достигает требуемой
      гладкости его поверхности.

    2. King С. Gillette, "Origin of the Gillette Razor", The Gillette Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Blade, February 1918,
      p. 6.

    3. Ibid., p. 7.

    4. William E. Nickerson, "The Development of the Gillette Safety Razor", The Gillette
      Blade, May 1918, p. 5.

    5. Gillette, op. cit, p. 7.

    6. Другие источники: Russell В. Adams, Jr., KingC. Gillette: The Man Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение and His Wonderful
      Shaving Device, Little, Brown, Boston, 1978; George B. Baldwin, "The Invention of the Modern
      Safety Razor: A Case Study of Industrial Innovation", Explorations in Entrepreneurial History,
      vol. 4(2), December 1951, p. 73-104; Anne Bezanson, "The Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Invention of the Safety Razor:
      Further Comments", ^ Explorations in Entrepreneurial History, vol. 4(4), May 15, 1952,
      pp. 193-198; King С Gillette, "Origin of the Gillette Razor", The Gillette Blade, March 1918,
      pp. 7-14; William E. Nickerson, "The Development of Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение the Gillette Safety Razor", The Gillette
      Blade, December 1918, pp. 5-13; William E. Nickerson, "The Development of the Gillette
      Safety Razor", The Gillette Blade, January 1919, pp. 6-18.

    7. Robert A. Sigafoos, Absolutely, Positively Overnight, St. Luke Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение's Press, Memphis, TN,
      1983, p. 31.

    8. Ibid., p. 32.

    9. Ibid., p. 31.




    1. Winston Williams, "Overnight Delivery: The Battle Begins", The New York Times,
      Jan. 1, 1979, Sec. 3, p. 9.

    2. Другие источники: "A New Kind of Flight Plan for Small Freight Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение", BusinessWeek,
      Nov. 3, 1973, p. 3; "Why Airlines Fear the 'Federal Express Bill,"' BusinessWeek, Sept. 13,1976,
      p. 116; Christopher H. Lovelock, "Federal Express (A), "Harvard Business School Publishing,
      9-577-042 Boston, 1976; Christopher H. Lovelock, "Federal Express (B Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение)", Harvard Business
      School Publishing, 9-579-040 Boston, 1976; John D. Williams and Steve Frazier, "Federal
      Hustles to Keep Ahead of Emery in the Fast-Growing Air-Express Market", ^ The Wall Street

    Journal Stories, Sept. 11, 1979; Milton Moskowitz, "The Overnight Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Delivery Revolution", The San Francisco Chronicle, Jan. 4, 1985, p. 35.

    1. Tim Berners-Lee and Mark Fischetti, Weaving the Web: The Original Design and Ultimate
      Destiny of the World Wide Web by Its Inventor, HarperCollins, New York, 1999, p. 21.

    2. Ibid Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение., p. 37.

    3. Ibid., p. 36.

    4. Другие источники: David Bank, "Changing the Course of the Information Highway
      Executive, Students Team Up on Plan to Expand Internet", Los Angeles Daily News, June 6,
      1994, p. B5; Tim Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Berners-Lee, Robert Cailliau, Ari Luotonen, Henrik Frystyk, and Nielsen
      Arthur Secret, "The World Wide Web", ^ Communications of the ACM, Aug. 1, 1994, p. 76;
      Jim Clark and Owen Edwards, Netscape Time: The Making of the Billion Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение-Dollar Start-Up That
      Took on Microsoft, St. Martin's Press, New York, 1999; Joe Clark, "Browsers Help You Forge
      Lynx in Internet Chain", The Toronto Star, Final, Oct. 13, 1994, p. J5; Delia De LaFuente Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение,
      "The Champaign Net Work/AVhiz Kids from U. of I. Make Millions in Cyberspace", Chicago
      Sun-Times, Sept. 17, 1995, p. 33; Katie Hatner and Mathew Lyon, ^ Where Wizards Stay Up
      Late", Touchstone, New York, 1996; Greg R Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. Notess, "Comparing Web Browsers: Mosaic, Cello,
      Netscape, Win Web and Internetworks Lite", Online, March/April 1995, pp. 36-40; Jian-Zhong
      Zhou, "The Internet, the World Wide Web, Library Web Browsers and Library Web Servers",
      Information Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Technology and Libraries, Mar. 1, 2000, p. 50.

    Глава 6

    1. King С Gillette, "Origin of the Gillette Razor", The Gillette Blade, Februaryl918,
      p. 7.

    2. Russell B. Adams, Jr., King C. Gillette: The Man and His Wonderful Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Shaving Device,
      Little, Brown, Boston, 1978, p. 29.

    3. Ibid., p. 30.

    4. Gillette, op. cit., p. 6.

    5. Gillette, op. cit., p. 7.

    6. Другие источники: Adams, op. cit.; George B. Baldwin, "The Invention of the Modern
      Safety Razor: A Case Study Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение of Industrial Innovation", Explorations in Entrepreneurial History,
      vol. 4(2), December 1951, pp. 75-104; Anne Bezanson, "The Invention of the Safety Razor:
      Further Comments", ^ Explorations in Entrepreneurial History, vol. 4 (4), May 15,1952, pp. 193—
      198; Gordon McKibben, CuttingEdge: Gillette's Journey Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение to Global Leadership, Harvard Business
      School Press, Boston, 1998; King С Gillette, "Origin of the Gillette Razor", The Gillette Blade,
      March 1918, pp. 7-14; William E. Nickerson, "The Development of the Gillette Safety Razor Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение",
      ^ The Gillette Blade, December 1918, pp. 5-13; William E. Nickerson, "The Development of
      the Gillette Safety Razor", The Gillette Blade, January 1919, pp.6-18; William E. Nickerson,
      "The Development of the Gillette Safety Razor", The Gillette Blade Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, May 1918, pp. 3-6.

    7. Harry Tecklenburg, "A Dogged Dedication to Learning", Research Technology
      Management, July-August 1990, p. 13.

    8. "The Great Diaper Rush", Forbes, Dec. 15, 1970, pp. 24-30.

    9. Tecklenburg, op. cit., p. 12.

    10. Другие источники: "Diapers", Consumer Reports, August 1954, pp Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. 160-164; "Disposable Diapers", Consumer Reports, March 1961, pp. 151-152; "For Babies Only-Chux

    Throw-Away Diapers", Delineator, August 1935, p. 6; "The Great Diaper Rash", Forbes, Dec. 15, 1970, p. 24; "All Those Leaky Diapers", Forbes, Feb. 15, 1975; Lawrence G. Foster and F. Robert Kniffen Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, Press Release 81B11, Johnson & Johnson, New Brunswick, NJ, 1981; Michael E. Porter, "The Disposable Diaper Industry in 1974", Harvard Business School Case 380-175 (1980); Procter& Gamble, Annual Report, 1977; Tecklenburg, op. cit., pp. 12-15; "The Great Diaper Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Battle", Time, Jan. 24, 1969, pp. 69-70.

    1. Nick Lyons, The Sony Vision, Crown Publishers, New York, 1976, p. 150.

    2. "Agencies Eye Sony Home TV Recorder for Storyboard Uses", Advertising Age, June
      21, 1965, p. 101; "Sony Portable Tape Recorder Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение to Bow in Ads", Advertising Age, July 18,1966,
      pp. 2, 136; "RCA Select Vision Bows: Home Sports Fans Become TV Producers in Early '70s",
      ^ Advertising Age, Oct. 13,1969; Ampex, Annual Reports, 1969-1976,1980; "More Gear for Home
      Movie Fans", BusinessWeek, July Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение 16, 1966, p. 94; "Hotter Competition in Video Recorders",
      BusinessWeek, Apr. 25, 1977, p. 36; "A Flickering Picture for Video Recorders", BusinessWeek,
      Aug. 21, 1978, p. 28; "Color TV", Consumer Reports, November 1961, pp.612-613; "Home
      Video Tape Recorder", ^ Consumer Reports, June Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение 1966, p. 280;"The Betamax: How Well Does
      It Work", Consumer Reports, May 1977, p. 291;"The Greatest Thing Since the Nickelodeon?"
      Forbes, July 1, 1970; James P. Forkan, "Video Cassette Man Prognosticate Unit Sales Up to
      60,000 in 72", Advertising Age, Oct. 2,1972; James Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение P. Forkan, "Sony Begins Roll of Video Cassette
      Unit in N.Y. Market", ^ Advertising Age, Nov. 3, 1975; Sumantra Ghoshal and Christopher A.
      Bartlett, "Matsushita Electric Industrial (MEI) in 1987", Harvard Business School Case Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение 9-388-
      144 (1988); Lawrence Lessing, "Stand By for the Cartridge TV Explosion", Fortune, June 1971,
      p. 80; Mark R. Levy, "The VCR Age: Home Video and Mass Communication", Sage Publications,
      Newberry Park, CA, 1989; Ralinda Young Lurie, "The World VCR Industry Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение", Harvard Business
      School Case 9-387-098 (1987); Lyons, op. cit.; Matsushita, ^ Annual Reports, 1971-1973, 1975,
      1977, 1979, 1981,1985; Peter Nulty, "Matsushita Takes the Lead in Video Recorders", Fortune,
      July 16, 1979, pp. 110-116; Richard S. Rosenbloom and Karen Freeze, "Ampex Corporation
      and Video Innovation Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение", in Richard S. Rosenbloom, ed., Research on Technological Innovation,
      Management and Policy, Vol. 2, JAI Press, Greenwich, CT, 1985; Richard S. Rosenbloom and
      Michael A. Cusumano, "Technological Pioneering and Competitive Advantage: The Birth Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение of
      the VCR Industry", ^ California Management Review, XXIX.-51-76 (Summer 1987); Scott R.
      Schmedel, "Sony TV Tapes Stir U.S. Firms to Act; Separation Spreads to Canada's West",
      The Wall Street Journal, Mar. 28, 1977, p. 6; Sony, Annual Reports Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, 1973-1974, 1976-1982,
      1984; The Wall Street Journal, "VCR Owners", May 1, 1986, p. B5; David B. Yoffie, "The World
      VCR Industry", Harvard Business School, Jan. 23, 1990.

    3. John H. Dessauer, My Years with Xerox: The Billions Nobody Wanted Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, Doubleday,
      Garden City, NY, 1971, p. 42.

    4. Joseph C. Wilson, "The Product Nobody Wanted", Nation's Business, February 1969,
      p. 69.

    5. John Brooks, "Xerox, Xerox, Xerox, Xerox", The New Yorker, April 1, 1967,
      pp. 73-74.

    6. Ibid., p. 74.

    7. Другие источники: Ibid Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение., pp. 46-90; "Out to Crack the Copying Market", Business
      Week, Sept. 19, 1959, p. 86; "Two Men & an Idea", Forbes, Sept. 15, 1962, p. 17; Gary Jacobson
      and John Hillkirk, Xerox: American Samurai, Macmillan, New York, 1986; Douglas K. Smith
      and Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Robert C. Alexander, Fumbling the Future, William Morrow, New York, 1988; Wilson,
      op. cit., pp. 67—70.

    8. Robert Slater, Portraits in Silicon, MIT Press, Cambridge, MA, 1987, p. 266.

    9. Ibid., pp. 265, 266.

    10. David Allison, "Bill Gates Interview", National Museum Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение of American History,
      Smithsonian Institution, http://www.americanhistory.si.edu/csr/comphist/gates.htm.

    11. Doug Bartholomew, "Bill Gates Envisions the Enterprise", Industry Week, Dec. 12,
      1996, p. 9.

    12. Daniel Gross, Greatest Business Stories of Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение All Time, Wiley, New York, 1996, p. 340.

    13. Paul Carroll, Big Blues: The Unmaking of IBM, Crown Publishers, New York, 1993,
      P. 9.

    14. "Dropping Out of Harvard Pays Off for a Computer Whiz Kid Who's Making Hard
      Cash from Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Software", People, Dec. 26, 1983, p. 37.

    15. Bill Gates, "They're Talking, We're Selling", The Wall Street Journal, Mar. 16, 1995,
      p. A22.

    16. Allison, op. cit.

    17. Gross, op. cit.

    18. Другие источники: Paul Carroll, "The Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Day Bill Gates Overthrew Big Blue", The Wall
      Street Journal, Aug. 16, 1993, pp. Bl, B3; Paul E. Ceruzzi, A History of Modern Computing, MIT
      Press, Cambridge, MA, 1999; Robert X. Cringley, Accidental Empires, Addison-Wesley Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, Reading,
      MA, 1993; 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 Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Gupta and Hoormin D. Toong, eds., Insights
      into Personal Computers, IEEE Press, New York, 1985; Janet Lowe, ^ Bill Gates Speaks: Insight from
      the World's Greatest Entrepreneur, Wiley, New York, 1998; Joel N. Shurkin, Engines of Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение the Mind:
      A History of the Computer, Norton, New York, 1984; Don E. Waldman, "The Rise and Fall of IBM",
      in David I. Rosenbaum, ed., Market Dominance: How Firms Gain, Hold or Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Lose It and the Impact
      on Economic Performance", Praeger, Westport, CT, 1998, pp. 131-152.

    19. Peter N. Golder and Gerard J. Tellis, "Will It Ever Fly? Modeling the Growth of Really
      New Consumer Durables", Marketing Science, 16(3):256-270 (1997).

    20. Rajesh Chandy Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение and Gerard J. Tellis, "The Incumbent's Curse? Incumbency, Size and
      Radical Product Innovation", Journal of Marketing, 64(3): 1—17 (July 2000); Rajesh Chandy
      and Gerard J. Tellis, "Organizing for Radical Product Innovation", ^ Journal of Marketing Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Research,
      35:474—487 (November 1998); Clayton M. Christensen, The Innovator's Dilemma, Harvard
      Business School Press, Boston, 1997; R. Foster, Innovation: The Attacker's Advantage, Summit
      Books, New York, 1986; James M. Utterback, Mastering the Dynamics of Innovation, Harvard
      Business Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение School Press, Boston, 1994.

    Глава 7

    1. Rajesh Chandy and Gerard J. Tellis, "Organizing for Radical Product Innovation",
      Journal of Marketing Research, 35:474-487 (November 1998); Rajesh Chandy and Gerard J.
      Tellis, "The Incumbent's Curse? Incumbency, Size and Radical Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Product Innovation", Journal
      of Marketing, 64(3): 1-17 (July 2000).

    2. "Hat in Хэнд", Fortune, Oct. 31, 1930, p. 46.

    3. Другие источники: Russell В. Adams, Jr., King С Gillette: The Man and His Wonderful
      Shaving Device, Little, Brown, Boston Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, 1978; "Gaisman, Who Will Head Gillette, Is an

    Incorrigible Inventor", Business Week, Nov. 26, 1930, pp. 20—21; "Stirring Battle Rages for Vast Razor Blade Market", ^ Business Week, Sept. 3, 1930, pp. 11-12; "Hat in Хэнд", op. cit., pp. 46—52, 147; Richard Austin Smith, "Gillette Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Looks Sharp Again", Fortune, June 1952, pp. 100-172; King C. Gillette, "Centralized Ideas-The Foundation of Progress", The Gillette Blade, February 1920, pp. 9-10; King C. Gillette, "Paper Read by King С Gillette, President of Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение the Gillette Safety Razor Company, at the Banquet of the Annual Convention, Algonquin Club, Boston, Wednesday Evening, April 13,1921", The Gillette Blade, August 1921, pp. 3-7; Gordon McKibben, Cutting Edge: Gillette's Journey to Global Leadership Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, Harvard Business School Press, Boston, MA, 1998; William E. Nickerson, "Turning the Tables", The Gillette Blade, March 1922, pp. 3-4.

    1. Lawrence Ingrassia, "Gillette Holds Its Edge by Endlessly Searching for a Better Shave Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение",
      The Wall Street Journal, Dec. 10, 1992, p. 1.

    2. Ibid.

    3. Другие источники: Adams, op. cit.; "Gillette to Spend $4,000,000 on Stainless Blade",
      Advertising Age, Sept. 2, 1963, pp. 4,46; Cal Brumley, "Stainless-Steel Razor Blades Could Be
      Shaver's Boon, Makers' Problem", The Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Wall Street Journal, Dec. 25, 1962, p. 7; "What Words
      in an Ad Can't Say", Business Week, May 14, 1960, pp. 45—48; "Cheek by Trowel", Business
      Week, Dec. 22, 1962, pp. 81-82; William M. Carley, "Battle of the Blades Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение", The Wall Street
      Journal, Sept. 26,1969, p. 38; Subrata N. Chakravarty, "We Had to Change the Playing Field",
      Forbes, Feb. 4, 1991, pp. 82-86; Edward T. Ewen, "Revolution on the Razor's Edge", The New
      ^ York Times Magazine, Oct Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. 6, 1963, p. 58; "Boston Blue Bladers", Forbes, Nov. 15, 1952;
      "The Coming Close Shave at Gillette", Forbes, Dec. 15,1976, p. 29; Walter Guzzardi, Jr., "Gillette
      Faces the Stainless-Steel Dragon", Fortune, July 1963, p. 159; "Who Wants a Stainless
      Reputation?" ^ Financial Times (London), Sept. 5, 1963; Ingrassia Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, op. cit.; McKibben, op. cit.;
      "Keen Drama: A Razor Is Born", Newsweek, Oct. 11, 1971, pp. 78-82; John M. Lee, "Gillette
      Will Market Its New Product in Two Cities", The New York Times, Aug. 27,1963, p Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. 41; "Blade-
      Snatching", Newsweek, Nov. 22, 1962, pp. 89-90; "How Gillette Plans to Keep Its No. 1 Spot",
      ^ Printers Time, Dec. 4,1959, pp. 65-66; Kenneth S. Smith, "Razor Blade War Growing Hotter",
      The New York Times, Dec. 2, 1962; Richard Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Austin Smith, op. cit., p. 100; "Gillette Plans to
      Offer Stainless Steel Razor Blade in Few Months", The Wall Street Journal, Nov. 19, 1962,
      p. 7; Neil Ulman, "Gillette Chair man Takes a Long View in Program to Brighten Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Profit Picture",
      The Wall Street Journal, June 28, 1977, p. 12.

    4. Andrew S. Grove, Only the Paranoid Survive: How to Exploit the Crisis Points That
      Challenge Every Company and Career, Currency/Doubleday/Bantam Doubleday Dell Publishing
      Group Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, New York, 1996.

    5. Другие источники: Paul E. Ceruzzi, Л History of Modern Computing, MIT Press,
      Cambridge, MA, 1999; Paul Freiberger and Michael Swaine, Fire in the Valley: The Making of the
      Personal Computer Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, Osborne/McGraw-НШ, Berkeley, CA, 1984; Grove, op. cit.; Tim Jackson, Inside
      Intel, Dutton/Penguin Putnam, New York, 1997; Albert Yu, Creating the Digital Future: The Secrets
      of Consistent Innovation at Intel, Free Press/Simon Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение & Schuster, New York, 1998.

    6. Томсону должно быть грустно, что первым идею создать браузер в NCSA
      предложил он, а работа и вся слава достались Андреессену. Его позиция успешно изложена
      в Alan Deutschman, "Imposter Boy", Gentleman's Quarterly, January 1997. Но Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение история
      нововведений и рынков пестрит такими примерами, некие из их приведены в этой
      книжке. Фуррор приходит не к тем, кто был первым, а к тем, кто обладает видением и
      напористостью при его реализации.

    7. George Gilder Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, "Telecosm: The Coming Software Shift", Forbes ASAP, Aug. 28, 1995,
      p. 147.

    8. Deutschman, op. cit.

    9. Tim Berners-Lee, "Spinning the Web: A Place for Everything, and Every thing on
      the Web?" Data Communications, Oct. 21, 1997, p Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. 48.

    10. Другие источники: Allison, op. cit.; Paul Andrews, "Web Browser Finds No Honor
      at Its Illinois Academic Birthplace", The Seattle Times, Oct. 9,1997; Tim Berners-Lee and Mark
      Fischetti, Weaving the Web: The Original Design Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение and Ultimate Destiny of the World Wide Web
      by Its Inventor, HarperCollins, New York, 1999; Tim Berners-Lee, Robert Cailliau, Ari Luotonen,
      Henrik Frystyk, and Nielsen Arthur Secret, "The World Wide Web", ^ Communications of the
      ACM, Aug Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. 1,1994, p. 76; Hal Berghel, "Who Won the Mosaic War?" ACM, vol. 41(10), October
      1998, pp. 13-16; Jim Clark and Owen Edwards, Netscape Time: The Making of the Billion-
      Dollar Start-Up That Took on Microsoft, St. Martin Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение's Press, New York, 1999; Delia De LaFuente,
      "The Champaign Net Work/AVhiz Kids from U. of I. Make Millions in Cyberspace", Chicago
      Sun-Times, Sept. 17,1995, p. 33; Peter Elstrom and Kathy Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Rebello, "A Big Bet on Minibrowsers:
      Can Spyglass Score in the Net Appliance Market", ^ Business Week, Oct. 28, 1996, p. 54;
      Katie Hafner and Mathew Lyon," Where Wizards Stay Up Late", Touchstone, New York, 1996;
      Kim S. Nash Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, "Browsers Compete for Spotlight", Computerworld, November 1995, p. 61;
      Greg R. Notess, "Comparing Web Browsers: Mosaic, Cello, Netscape, Win Web and
      Internetworks Lite", Online, March/April 1995, pp. 36—40; Gary Samuels, "Tale of Two
      Interneters: Netscape Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Has Gotten the Headlines, but Spyglass Is Making Money", ^ Forbes Inc.,
      September 1995, p. 48; Jared Sandberg, "Designers of Internet's Mosaic Software Plan New
      Version in Bid to Set Standard", The Wall Street Journal, Oct. 13,1994, p. B Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение6; Jian-Zhong Zhou,
      "The Internet, the World Wide Web, Library Web Browsers and Library Web Servers",
      Information Technology and Libraries, Mar. 1, 2000, p. 50.

    11. Peter N. Golder and Gerard 1. Tellis, "Will It Ever Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Fly? Modeling the Takeoff
      of Really New Consumer Durables", Marketing Science, 16(3):256-270 (1997).

    Глава 8

    1. Некие идеи этого раздела сформировались под воздействием: Rajesh Chandy
      and Gerard J. Tellis, "The Incumbent's Curse? Incumbency, Size and Radical Product
      Innovation"', Journal Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение of Marketing, 64(3): 1-17 (July 2000); Rajesh Chandy and Gerard J. Tellis,
      "Organizing for Radical Product Innovation", Journal of Marketing Research 35:474-487
      (November 1998); Clayton M. Christensen, The Innovator's Dilemma: When New Technologies
      Cause Great Firms to Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Fail, Harvard Business School Press, Boston, MA, 1997.

    2. Gary Jacobson and John Hillkirk, Xerox: American Samurai, Macmillan, New York,
      1986, p. 214.

    3. Michael Hiltzik, Dealers of Lightning: Xerox PARC and the Dawn of the Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Computer
      Age, HarperBusiness/HarperCollins, New York, 1999, p. 36.

    4. George E. Pake, "Research at Xerox PARC: A Founder's Assessment", IEEE Spectrum,
      22(10):56 (October 1985).

    5. Другие источники: "A Market Mostly for the Giants", Business Week, June Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение 30, 1975,
      pp. 71-80; "Xerox's Bid to Be No. 1 in Offices", Business Week, June 22, 1981, pp. 77-78; Robert
      X. Cringley, ^ Accidental Empires, Addison-Wesley, Reading, MA, 1993; "Xerox: The McColough

    Era", Forbes, July 1, 1969, pp. 24-32; "An Apple for Xerox?" Forbes Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, July 1, 1971, pp. 32-34; "Does Collision", Forbes, Aug. 15,1972, pp. 40-42; Jacob E. Goldman, in Richard S. Rosenbloom, ed., "Innovation in Large Firms", Research in Technological Innovation, Management and Policy, vol. 2, JAI Press, Greenwich, CT, 1985, pp Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. 1-10; Hiltzik, op. cit.; Jeff Johnson and Teresa L. Roberts, "The Xerox 'Star': A Retrospective", IEEE Computer, September 1989; Peter Kilborn, . "Can Xerox Copy Itself?" The New York Times, Dec. 1, 1974, section 3, p. 1; Pake Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, op. cit.; George E. Pake, "From Research to Innovation at Xerox: A Manager's Principles and Some Examples", in R. S. Rosenbloom, ed., Research on Technological Innovation, Management and Policy, vol. 3, JAI Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Press, Greenwich, CT, 1986, pp. 1-32; Tekla S. Perry and Paul Wallich, "Inside the PARC: The 'Information Architects'", IEEE Spectrum, 22( 10):54-76 (October 1985); Douglas K. Smith and Robert С Alexander, Fumbling the Future, William Morrow, New York Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, 1988; Gene Smith, "A Series of Promotions to the Top Post", The New York Times, May 26, 1968; Chuck Thacker, "Personal Distributed Computing: The Alto and Ethernet Hardware", in Edele Goldberg, ed., A History of Personal Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Workstations, ACM Press, New York, 1988, pp. 267-335.

    1. "A Market Mostly for the Giants", op. cit.; "Xerox's Bid to Be No. 1 in Offices",
      op. cit..; Cringley, op. cit.; "Xerox: The McColough Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Era", op. cit.; "An Apple for Xerox?"
      op. cit.; "Does Collision", op. cit.; Goldman, op. cit.; Hiltzik, op. cit.; Johnson and
      Roberts, op. cit.; Kilborn, op. cit.; Pake, "Research at Xerox PARC", op Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. cit.; Pake, "From
      Research", op. cit.; Perry and Wallich, op. cit.; Smith and Alexander, op. cit.; Smith, Gene,
      op. cit.; Thacker, op. cit.

    2. Hiltzik, op. cit., p. 131.

    3. Ibid.

    4. Ibid., p. 132.




    1. Ibid., p. 133.

    2. Ibid Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение.

    3. Ibid., p. 144.

    4. Delia De Lafuente, "The Champaign Net Work/AVhiz Kids from U. of I. Make Millions
      in Cyberspace", Chicago Sun-Times, Sept. 17, 1995, p. 33.

    5. John Markoff, "A Free and Simple Computer Link", The New Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение York Times, Dec. 8,
      1995, p. Dl.

    6. Delia De Lafuente, op. cit., 1995.

    7. Ibid.

    8. Другие источники: Paul Andrews, "Web Browser Finds No Honor at Its Illinois
      Academic Birthplace", The Seattle Times, Oct. 9, 1997; Jim Clark and Owen Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Edwards, Netscape
      Time: The Making of the Billion-Dollar Start-Up That Took on Microsoft, St. Martin's Press,
      New York, 1999; Alan Deutschman, "Imposter Boy", ^ Gentleman's Quarterly, January 1997;
      Stan J. Liebowitz and Stephen E Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. Margolis, Winners, Losers and Microsoft: Competition and
      Antitrust in High Technology, The Independent Institute, Oakland, CA, 1999; "A Short Sleep
      before Exploring Version 5.0", ABIX (Australia news abstracts), Aug. 20, 1996; Hal Berghel,
      "Who Won Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение the Mosaic War?" ACM, vol. 41(10), October 1998, pp. 13-16; Michael A. Cusumano
      and David B. Yoff ie, ^ Competing on Internet Time: Lessons from Netscape and Its Battle with
      Microsoft, Free Press/Simon & Schuster, New York, 1998; Gilder George Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, "Telecosm: The Coming
      Software Shift", Forbes ASAP, Aug. 28, 1995, pp. 147 ff.; Katie Hafner and Mathew Lyon,
      "Where Wizards Stay Up Late", Touch stone, New York, 1996; Robert D. Hof, "From the Man
      Who Brought You Silicon Graphics Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение... Can Jim Clark Score Again with User-Friendly Internet
      Software?" ^ Business Week, Oct. 24, 1994, p. 90; Scott McMurray, "Diplomas and Dollars:

    The University of Illinois Churns Out Big-Time Software Entrepreneurs, Champaign, 111." U.S. News Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение & World Report, 1996, pp. 48-49; Paul Merrion, "A Tangle in School's Netscape Win", Crain Communications Inc., 09, Oct. 19, 1995; Julie Pitta, "Investors Get Caught Up in the Netscape", Los Angeles Times, 1995, pp. D3, D Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение5; Vivian Pospisil and John Teresko, "50 R&D Stars to Watch", Industry Week, Dec. 19, 1994, p. 60; "University of Illinois and Netscape Communications Reach Agreement", PR Newswire, Dec. 21, 1994; Gary Samuels, "Tale of Two Interneters: Netscape Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Has Gotten the Headlines, but Spyglass Is Making Money", Forbes Inc., Sept. 1995, p. 48; Jared Sandberg, "Netscape Has Technical Whiz in Andreessen", The Wall Street Journal, Aug. 11, 1995, p. BI.

    1. "Looking Ahead", Fortune, Dec. 28, 1992, p Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. 32.

    2. "ASAP Interview Bill Gates", Forbes ASAP, Dec. 7, 1992, pp. 63, 74.

    3. David Allison, "Bill Gates Interview", National Museum of American History,
      Smithsonian Institution, http://www.americanhistory.si.edu/csr/comphist/gates.htm.

    4. Jeffrey Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Young, Greatest Technology Stories, Wiley, New York, 1998, p. 258.

    5. "ASAP Interview Bill Gates", op. cit., p. 71.

    6. Daniel Ichbiah and Susan Knepper, The Making of Microsoft, Prima Publishing,
      Rocklin, CA, 1991, p. 40.

    7. Другие источники: Paul E. Ceruzzi, A Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение History of Modern Computing, MIT Press,
      Cambridge, MA, 1999; Cringley op. cit.; Paul Freiberger and Michael Swaine, Fire in the Valley:
      The Making of the Personal Computer, Osborne/McGraw-Hill Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, Berkeley, CA, 1984; Janet Lowe,
      Bill Gates Speaks: Insight from the World's Greatest Entrepreneur, Wiley, New York, 1998;
      Joel N. Shurkin, Engines of the Mind: A History of the Computer, Norton, New York, 1984;
      Randall E Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. Stress, The Microsoft Way, Addison-Wesley, Reading, MA, 1996.

    Глава 9

    1. Robert A. Sigafoos, Absolutely, Positively Overnight. St. Luke's Press, Memphis, TN,
      1983, p. 34.

    2. Ibid., p. 36.

    3. Ibid., pp. 49-50.

    4. Ibid., p. 62.

    5. Ibid., p. 23.




    1. Другие источники: "A Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение New Kind of Flight Plan for Small Freight", BusinessWeek,
      Nov. 3, 1973, p. 3; "Why Airlines Fear the 'Federal Express Bill,'" BusinessWeek, Sept. 13, 1976,
      p. 116; Christopher H. Lovelock, "Federal Express (A)", Harvard Business School Publishing,
      9-577-042, Boston Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, 1976; Christopher H. Lovelock, "Federal Express (B)", Harvard Business
      School Publishing, 9-579-040, Boston, 1978; Sigafoos, op. cit.; Winston Williams, The New
      ^ York Times, Jan. 1, 1979, p. 1; John D. Williams and Steve Frazier, "Federal Hustles to Keep
      Ahead of Emery Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение in the Fast-Growing Air-Express Market", The Wall Street Journal Stories,
      Sept. 11, 1979; Milton Moskowitz, "The Overnight Delivery Revolution", The San Francisco
      Chronicle, Jan. 4, 1985, p. 35.

    2. Robert D. Hof, "From the Man Who Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Brought You Silicon Graphics... Can Jim Clark
      Score Again with User-Friendly Internet Software?" Business Week, Oct. 24, 1994, p. 90.

    3. Jim Clark and Owen Edwards, Netscape Time: The Making of the Billion-Dollar Start­
      up That Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Took on Microsoft, St. Martin's Press, New York, 1999, pp. 120-121.

    9. Rick Tetzeli and Shaifali Puri, "What It's Really Like to Be Marc Andreessen...", Fortune, Dec. 9, 1996, p. 136 ff.

    1. Jim Clark and Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Owen Edwards, op. cit., p. 191.

    2. Другие источники: Paul Andrews, "Web Browser Finds No Honor at Its Illinois
      Academic Birthplace", The Seattle Times, Oct. 9, 1997; Jim Clark and Owen Edwards, Netscape
      Time: The Making of Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение the Billion-Dollar Start-Up That Took on Microsoft, St. Martin's Press,
      New York, 1999, pp. 120-121; Stan J. Liebowitz and Stephen E. Margolis, ^ Winners, losers
      and Microsoft: Competition and Antitrust in High Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Technology, The Independent Institute,
      Oakland, CA, 1999; "A Short Sleep before Exploring Version 5.0", ABIX (Australia news
      abstracts), Aug. 20,1996; Hal Berghel, "Who Won the Mosaic War?" ACM, vol. 41(10), October
      1998, pp. 13-16; "Mosaic Quest Closes in Redmond Original", Computer Business Review Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение,
      Feb. 1997, p. 1; Michael A. Cusumano and David B. Yoffie, Competing on Internet Time: Lessons
      from Netscape and Its Battle with Microsoft, Free Press/Simon & Schuster, New York, 1998;
      Katie Hafner and Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Mathew Lyon, ^ Where Wizards Stay Up Late, Touchstone, New York, 1996;
      Hof, op. cit.; Scott McMurray, "Diplomas and Dollars: The University of Illinois Churns Out
      Big-Time Software Entrepreneurs; Champaign, III." U.S. News Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение & World Report, 1996,
      pp. 48-49; Julie Pitta, "Investors Get Caught Up in the Netscape", ^ Los Angeles Times, 1995,
      pp. D3, D5; Vivian Pospisil and John Teresko, "50 R&D Stars to Watch", Industry Week,
      Dec. 19, 1994, p. 60; "University of Illinois Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение and Netscape Communications Reach Agreement",
      PR Newswire, Dec. 21, 1994; Gary Samuels, "Tale of Two Interneters: Netscape Has Gotten
      the Headlines, but Spyglass Is Making Money", ^ Forbes Inc., September 1995, p. 48; Jared
      Sandberg, "Netscape Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Has Technical Whiz in Andreessen", The Wall Street Journal, Aug. 11,
      1995, p. Bl; Jared Sandberg, "Designers of Internet's Mosaic Software Plan New Version in
      Bid to Set Standard", The Wall Street Journal, Oct. 13, 1994, p. B Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение6; Gordon McKibben, Cutting
      Edge: Gillette's Journey to Global Leadership, Harvard Business School Press, Boston, 1998.

    3. King С Gillette, "Origin of the Gillette Razor", The Gillette Blade, February 1918, p. 7.

    4. King С Gillette, "Origin of the Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Gillette Razor", The Gillette Blade, March 1918, p. 7.

    5. Другие источники: Russell В. Adams, Jr., KingC. Gillette: The Man and His Wonderful
      Shaving Device, Little, Brown, Boston, 1978; George B. Baldwin, "The Invention Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение of the Modern
      Safety Razor: A Case Study of Industrial Innovation", ^ Explorations in Entrepreneurial History,
      1951, pp. 71-104; King С Gillette, "Intensive Cooperation", The Gillette Blade, August 1918,
      p. 5; King С Gillette, "How the 'Gillette' Looks to Mr. Gillette Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение after Twenty-Five Years",
      The Gillette Blade, September 1920, pp. 3-6; William E. Nickerson, "The Development of the
      Gillette Safety Razor", The Gillette Blade, December 1918, pp. 5-13; William E. Nickerson,
      "The Development of the Gillette Safety Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Razor", The Gillette Blade, January 1919, pp. 6-18.

    6. Michael Krantz, "Cruising inside Amazon", Time Dec. 27, 1999, pp. 68-71

    7. Debra Aho Williamson, "Marketer of the Year: Amazon.com", Advertising Age,
      Dec. 13, 1999, pp. 1, 36.

    8. Seth Schiesel, "Payoff Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Still Elusive in Internet Gold Rush", The New York Times,
      Jan. 2, 1997, p. C17.

    9. Jeff Bezos, Amazon.com, Annual Report, 1997.

    10. Jeff Bezos, Amazon.com, Annual Report, 1998.

    11. Doreen Carvajal, "The Other Battle over Browsers: Barnes & Noble Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение and Other Online
      Booksellers Are Poised to Challenge Amazon.com", The New York Times, Mar. 9, 1998,
      pp. Dl, D4.

    12. "A Fable Concerning Ambition", The Economist, June 21, 1997, p. 69.

    22. Другие источники: Amazon.com Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, Annual Report, 1999; Amazon.com Web site, www.amazon.com; Amazon.com, Inc., 10-K Report, 1998; Amazon.com, Inc., 10-K Report, 1999; Amazon.com, Inc., 10-K Report, 2000; Lynda M. Applegate and Meredith Collura, "Amazon.com: Exploiting the Value Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение of Digital Business Infrastructure", Harvard Business School Case 9-800-330 (2000); Barnes and Noble Web site, www.bn.com; Borders Web site, www.borders.com; Allison Fass "Amazon Leads in Holiday Advertising", The New Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение York Times, Dec. 13, 2000; p. 7; Pankaj Ghemawat and Bret Baird, "Leadership Online: Barnes & Noble vs. Amazon.com", Harvard Business School Case 9—798—063 (1998); John Heilemann "The Networker", The New Yorker, Aug. 11, 1997, pp. 28—36; Nick Higham, "Amazon Success Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Story Built on Traditional Marketing Expertise", Marketing Week, Oct. 14, 1999, p. 17; Robert D. Hof, "The Most Influential People in Electronic Business", Business Week, Sept. 27, 1999, p. 25; Carol Hymowitz "How Amazon.com Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Staffs a Juggernaut: It's Not about Resumes", The Wall Street Journal, May 4, 1999, p. Bl; Paul С Judge and Heather Green, "The Name's the Thing: Dot.com's Are Spending like Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Mad to Establish an Identity", Business Week, Nov. 15, 1999, pp. 36-39; G. Bruce Knecht, "How Wall Street Whiz Found a Niche Selling Books on the Internet", The Wall Street Journal, May 16,1996, pp. AI, A8; Carin-Isabel Knoop Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение and Cate Reavis, "Selling Books Onlinein Mid-1998", Harvard Business School Case 9-899-038 (1998); "Delphi Service Features Books & Software from HarperCollins", Link-Up, April 1995, p. 44; "Amazon.com Posts Loss, but Less Than Expected", Los Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Angeles Times, Apr. 29, 1994, p. 4; Rebecca Quick, "Barnes & Noble.com to Replace Amazon.com as Top Bookseller Advertising on Яху!" The Wall Street Journal, Sept. 19, 2000, p. B23; Rebecca Quick, "E-Retailers Say, 'Bah Humbug Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение!' to Lavish Ads", The Wall Street Journal, Sept. 22,2000, p. Bl; Joshua Quittner, "An Eye on the Future", Time, Dec. 27, 1999; Jeffrey F. Rayport and Dickson L. Louie, "Amazon.com (A Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение)", Harvard Business School Case 9—897—128 (1997); Calvin Reid, "Amazon.corn's Jeff Bezos", Publisher's Weekly, Jan. 5, 1998, p. 12; William A. Sahlman and Laurence E. Katz, "Amazon.corn-Going Public", Harvard Business School Case 9—899—003 (1998); Robert Spector Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, Get Big Fast: Amazon.com, HarperBusiness, 2000; Randall E. Stross, "Why Barnes & Noble May Crush Amazon", Fortune, Sept. 29, 1997, pp. 248-250; John R. Wilke "Visiting a Bookstore by Switching on a PC", The Wall Street Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Journal, Jan. 11, 1993, p. Bl; Wordworth Web site, www.wordsworth.com.

    Глава 10

    1. В отдельных случаях сильные стороны производства, продаж и дистрибуции
      также могут быть перенесены относительно просто. К примеру, Coca-Cola и Anheuser-
      Busch искусно Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение использовали свои сильные свойства, а равно и сильные брэнды, при
      относительно позднем, но успешном выводе, соответственно, Diet Coke и Bud Light.
      Но, как мы увидим далее, в почти всех других случаях те Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение же самые активы не настолько
      просто могут быть перенесены в новейшую категорию и должны рассматриваться как
      спец активы.

    2. Rajesh Chandy and Gerard J. Tellis, "Organizing for Radical Product Innovation",
      Journal of Marketing Research Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, 35:474-487 (November 1998).

    3. Leah Nathans Spiro and Linda Himelstein, "With the World Wide Web, Who Needs
      Wall Street", Business Week, Apr. 29, 1996, p. 120.

    4. Beth Healy, "Battle of the Brokers Heats Up", The Boston Globe, Apr. 2, 2000, p. K7.

    5. Spiro and Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Himelstein, op. cit.

    6. Rebecca McReynolds, "Doing It the Schwab Way", US Banker, July 1998, p. 47.

    7. Erick Schonfeld, "Schwab Puts It All Online", Fortune, Dec. 7, 1998, pp. 94-96.

    8. Ibid.

    9. Другие источники: Ameritrade Web site, www.ameritrade Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение.com; Stephen P. Bradley
      and Takia Mahmood, "Retail Financial Services in 1998: Charles Schwab", Harvard Business
      School Case 9-799-052 (1998); Robert A. Burgelman and Jeff Maggioncalda, "The Charles
      Schwab Corporation in 1996", Stanford University Graduate School Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение of Business Case SM-
      35 (1996); Gaston F. Ceron, "Online Brokers Are Expected to Post Weakened Results", The
      ^ Wall Street Journal, Jan. 16, 2001; Charles Schwab Web site, www.schwab.com; E*trade Web
      site, www.etrade.com Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение; Saroja Girishankar, "Schwab Makes the Trade-Migrating Millions of
      Customers and Huge Legacy Systems to the Web Was an Eye-Opener for Precocious Charles
      Schwab", Internetweek, May 25,1998, p. 30; John Gorham, "Charles Schwab Version 4.0", Forbes,
      Jan. 8, 2001, p Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. 88; Linda Himelstein, "Schwab Is Fighting on Three Fronts", Business Week,
      Mar. 10, 1997, p. 94.




    1. Douglas K. Smith, and Robert C. Alexander, Fumbling the Future, William Morrow,
      New York, 1988, p. 183.

    2. Tekla S. Perry and Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Paul Wallich, "Inside the PARC: The 'Information Architects,'"
      IEEE Spectrum, 22(10): 54-76 (October 1985).

    3. Ibid.

    4. Smith and Alexander, op. cit.

    5. В 1981-м Xerox в конце концов представила интегрированную офисную компью­
      терную систему Star. Она была Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение сотворена на базе Alto и поставлялась в сетевом варианте,
      с графическим интерфейсом, мышкой, текстовым микропроцессоров и лазерным принтером.
      Но она появилась очень поздно и по очень высочайшей для того момента стоимости
      в $16595. В это Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение время особые устройства для обработки текстов стоили вполовину
      меньше, а дешевые индивидуальные компы стоили дешевле $3000. В очередной
      раз продукт Xerox проиграл в стоимости.

    6. Michael Hiltzik, Dealers of Lightning: Xerox PARC and the Dawn Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение of the Computer
      Age, HarperBusiness/HarperCollins, New York, 1999, p. 359.

    7. Другие источники: "A Market Mostly for the Giants", Business Week, June 30,1975,
      pp. 71—80; "Why Xerox's Money Machine Slows Down", Business Week, Apr. 5, 1976, p Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. 60;
      "The New Lean, Mean Xerox", Business Week, Oct. 12, 1981, pp. 126-132; "Xerox's Bid to Be
      No. 1 in Offices", ^ Business Week, June 22, 1981, pp. 77-78; Susan Chace, "Xerox Introduces
      an office System for Nontypists", The Wall Street Journal, Apr Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. 28,1981, p. 4; Robert X. Cringley,
      Accidental Empires, Addison-Wesley, Reading, MA, 1993; "Two Men & an Idea", Forbes, Sept.
      15, 1962, p. 17; "Xerox: The McColough Era", Forbes, July 1, 1969, pp. 24-32 (innovation
      and asset leverage); Jacob E. Goldman, "Innovation in Large Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Firms", in Richard S. Rosenbloom,
      ed., ^ Research in Technological Innovation, Management and Policy, vol. 2, JAI Press, Greenwich,
      CT, 1985, pp 1-10; Hiltzik, op. cit.; Michael A. Hiltzik, "Fans Celebrate Fallen Xerox Star",
      The Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Los Angeles Times, June 22, 1998; Gary Jacobson and John Hillkirk, Xerox: American
      Samurai, Macmillan, New York, 1986; Jeff Johnson and Teresa L. Roberts, "The Xerox 'Star':
      A Retrospective", ^ IEEE Computer, September 1989; David T. Kearns and David A Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. Nadler,
      Prophets in the Dark, Harper Business, New York, 1992; Peter Kilborn, "Can Xerox Copy Itself?"
      The New York Times, Dec. 1, 1974; Roger Lowenstein, "History of Xerox Is a Cautionary Tale
      for Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Netscape", ^ The Salt Lake Tribune, Aug. 18, 1995, p. B10; George E. Pake, "Research at

    Xerox PARC: A Founder's Assessment", IEEE Spectrum, 22, (10) 54-61 (1985); George E. Pake, "From Research to Innovation at Xerox: A Manager's Principles Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение and Some Examples", in R. S. Rosenbloom, ed., ^ Research on Technological Innovation, Management and Policy, vol. 3, JAI Press, Greenwich, CT, 1986, pp. 1-32; Perry and Wallich, op. cit.; Andrew Pollack, "Xerox Stalks the Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Automated Office", The New York Times, May 3, 1981, section 3, p. 4; Joel Shurkin, Engines of the Mind: The Evolution of the Computer from Mainframes to Microprocessors, Norton, New York, 1996; Smith and Alexander, op. cit.; Gene Smith Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, "A Series of Promotions to the Top Post", The New York Times, May 26, 1968; Chuck Thacker, "Personal Distributed Computing: The Alto and Ethernet Hardware", in Edele Goldberg, ed., A History of Personal Workstations Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, ACM Press, New York, 1988, pp. 267-335; Bro Utall "Xerox Is Trying Too Hard", Fortune, Mar. 13, 1978, pp. 84—94; An Wang and Eugene Linden, Lesons: An Autobiography, Addison-Wesley, Reading, MA, 1986. Joseph C. Wilson Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, "The Product Nobody Wanted", Nation's Business, February 1969, pp. 67-70.

    1. William Gates, "The Internet Tidal Wave", http://www.microsoft.com/presspass/trial/
      mswitness/maritz/rnaritz_full.asp (1995).

    2. Jim Clark and Owen Edwards, Netscape Time: The Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Making of the Billion Dollar
      Start-Up That Took on Microsoft, St. Martin's Press, New York, 1999, p. 59.

    3. Mark Evans, "Fight to Finish: Microsoft, Netscape Step Up Race for Control of Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Internet
      Software Market", The Financial Post, Mar. 14, 1996, p. 8.

    4. Charles Williford and Dan Moore, "Will Microsoft Catch Netscape?" Computerworld,
      vol. 29, April 1996, p. 81.

    5. Gates, op. cit.

    6. William Gates, http://www.microsoft.com/BillGates/speeches/12-7-95 (1995).

    7. David Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение B. Yoffie, "Microsoft Goes Online: MSN 1996", Harvard Business School
      Publishing case, 9-798-019, Boston, Nov. 24, 1997.

    8. Robert X. Cringley, "Triumph of the Nerds", http://www.pbs.org/nerds/
      transcript.html (1996).

    9. Ibid.

    10. Paul Carroll, Big Blues: The Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Unmaking of IBM, Crown Publishers, New York, 1993,
      p. 1.

    11. "Personal Computers: And the Winner Is IBM", Business Week, Oct. 3, 1983,
      p. 86.

    12. James Chposky and Ted Leonsis, Blue Logic: The People, Power and Politics behind
      the IBM Personal Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Computer, Facts on File, New York, 1988, pp. 62-63.

    13. "Personal Computers: And the Winner Is IBM", op. cit.

    3O.Michael W. Miller, "IBM's Watson Offers Personal View of the Company's Recent Difficulties", The Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Wall Street Journal, Dec. 21,1992, p. A3. Другие источники: "Microcomputers Catch on Fast", Business Week, July 12, 1976, p. 50; "Computer Stores", Business Week, Sept. 28, 1981, pp. 76-80; "Personal Computers: And the Winner Is IBM", op Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. cit., pp. 76-95; Jim Carlton, "They Could Have Been a Contender", Wired, November 1997, pp. 122—149; Jim Carlton, "Popularity of Some Computers Means Buyers Must Wait", The Wall Street Journal, Oct. 21, 1993, p. Bl; Carroll Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, op. cit.; Paul Carroll, "The Day Bill Gates Overthrew Big Blue", The Wall Street Journal, Aug. 16, 1993, pp. 16, Bl, B3; Paul E. Ceruzzi, A History of Modern Computing, MIT Press, Cambridge, MA, 1999; Cringley Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, op. cit.; Robert X. Cringley, Accidental Empires, Addison-Wesley, Reading, MA, 1993. David S. Evans, Albert Nichols, and Bernard Reddy, "The Rise and Fall of Leaders in Personal Computer Software", National Economic

    Research Associates Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение, Cambridge, MA, Jan. 7, 1999; 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, in Amar Gupta and Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Hoormin D. Toong, eds., "The First Decade of Personal Computers", Insights into Personal Computers, IEEE Press, New York, 1985; John B. Judis, "Innovation, a Casualty at IBM", The Wall Street Journal, Oct Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. 17, 1991, p. A23; Dennis Kneale, "IBM Earnings Increased 23% in 1st Quarter", The Wall Street Journal, Apr. 13, 1984, p. 1; Mitchell Lynch, "Investors Buying Nautilus for Shares in Apple Are Told to Watch for a Worm, "The Wall Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Street Journal, Oct. 8, 1980, p. 10; Michael J. Miller and Laurence Hooper, "Signing Off", The Wall Street Journal, Jan. 27,1993; Michael W. Miller, "IBM's Watson Offers Personal View of the Company's Recent Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Difficulties", The Wall Street Journal, Dec. 21, 1992, p. A3; Gerald E. Nelson and William R. Hewlett, "The Design and Development of a Family of Personal Computers for Engineers and Scientists", in Gupta and Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Toong, eds., op. cit.; Joel N. Shurkin, Engines of the Mind: A History of the Computer, Norton, New York, 1984; "The Third Age(A Survey of the Computer Industry)", The Economist, Sept Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. 17, 1994, p. C3; Don E. Waldman, "The Rise and Fall of IBM", in David I. Rosenbaum, ed., Market Dominance: How Firms Gain, Hold or Lose It and the Impact on Economic Performance, Praeger, Westport, CT, 1998, pp Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение. 131-152; Kathleen K. Wiegner, "Tomorrow Has Arrived", Forbes, Feb. 15, 1982, pp. 111-119; Grant F. Winthrop, "Whom the Apples Fell On", Fortune, Jan. 12, 1981, p. 68.

    Глава 11

    1. Scott Ward, Larry Light, and Jonathan Goldstine, "What High-Tech Managers Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Need
      to Know about Brands", Harvard Business Review, July-August 1999, pp.85-95.

    2. К примеру, Gregory S. Carpenter and Kent Nakamoto, "Consumer Preference
      Formation and Pioneering Advantage", Journal of Marketing Research, 26: 285-298 (August
      1989); Philip Kotler, Marketing Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение Management, Prentice-Hall, Upper Saddle River, NJ, 2000.

    3. George Burton Hotchkiss and Richard B. Franken, The Leadership of Advertised Brands,
      Doubleday, Page & Company, Garden City, NY, 1923.

    4. Более тщательно см. Peter N. Golder, "Historical Method Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение in Marketing Research
      with New Evidence on Long-Term Market Share Stability", Journal of Marketing Research,
      37:156-172 (May 2000).

    5. Когда мы собирали данные для этого определенного исследования, определение
      толикой рынка основывалось на результатах продаж за 1997 год Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение.

    6. Ellen Graham, "McDonald's Pickle: He Began Fast Food but Gets No Credit",
      The Wall Street Journal, Aug. 15, 1991, p. A5.

    Приложение 1

    1. Barbara Tuchman, Practicing History, Knopf, New York, 1981, p. 9.

    2. Дискуссия об Goods", Marketing Science - Джерард Дж. Теллис и Питер Н. Голдер воля и видение историческом способе базируется на: Peter N. Golder, "Historical
      Method in Marketing Research with New Evidence on Long-Term Market Share Stability",
      Journal of Marketing Research, 37:156-172 (May 2000).

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