Воля и видение. Как те, кто приходит позже остальных, в итоге заправляют рынками

Praeger, Westport, CT, 1998, pp. 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.

222

Scott Ward, Larry Light, and Jonathan Goldstine, «What High-Tech Managers Need to Know about Brands», Harvard Business Review, July-August 1999, pp.85–95.

223

Например, Gregory S. Carpenter and Kent Nakamoto, «Consumer Preference Formation and Pioneering Advantage», Journal of Marketing Research, 26: 285–298 (August 1989); Philip Kotler, Marketing Management, Prentice-Hall, Upper Saddle River, NJ, 2000.

224

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

225

Более подробно см. 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).

226

Когда мы собирали данные для этого конкретного исследования, определение долей рынка основывалось на результатах продаж за 1997 год.

227

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

228

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

229

Дискуссия об историческом методе 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).

Эта работа основывается на следующих источниках:

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Brooks, Philip C.: Research in Archives, University of Chicago Press, Chicago, 1969.

Eisenhardt, Kathleen M.: «Building Theories from Case Study Research», Academy of Management Review, 14(4):532–550 (1989).

Elton, G. R.: The Practice of History, Thomas Y. Crowell, New York, 1967.

Fogel, Robert William, and G. R. Elton: Which Road to the Past? Two Views of History, Yale University Press, New Haven, CT, 1983.

Goodman, Robert S., and Evonne Jonas Kruger: «Data Dredging or Legitimate Research Method?

Historiography and Its Potential for Management Research», Academy of Management Review, 13 (2):315–325 (1988).

Gottschalk, Louis: Understanding History: A Primer of Historical Method, Knopf, New York, 1969.

Hughes, H. Stuart: History as Art and Science, Harper & Row, New York, 1964.

Johnson, Allen: The Historian and Historical Evidence, Charles Scribner's Sons, New York, 1934.

Langlois, C. V., and C. Seignobos: Introduction to the Study of History, Henry Holt, New York, 1898.

Marwick, Arthur: The Nature of History, Macmillan, London, 1970.

Salvemini, Gaetano: Historian and Scientist, Harvard University Press, Cambridge, MA, 1939.

Shafer, Robert Jones: A Guide to Historical Method, Dorsey Press, Homewood, IL, 1974.

Todd, William: History as Applied Science, Wayne State University Press, Detroit, 1972.

Tuchman, Barbara: Practicing History, Knopf, New York, 1981.