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

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