16
17
Там же.
18
https://www.nytimes.com/2016/10/26/business/relief-at-last-for-us-owners-of-diesel-volkswagens.html.
19
http://www.wsj.com/articles/vws-dealers-fume-while-waiting-for-diesel-car-fix-1468604636
20
21
http://www.thetruthaboutcars.com/2015/09/volkswagens-diesel-cars-sitting-u-s-ports-months/
22
https://www.nytimes.com/2016/04/23/business/international/volkswagen-loss-emissions-scandal.html.
23
https://www.wired.com/2015/09/volkswagen-diesel-cheating-scandal-is-good-for-hybrid-cars/.
24
DeMarco, T., Hruschka, P., et al., Adrenaline Junkies and Template Zombies (New York: Dorset House, 2008), pattern 86: ‘Template Zombies
25
http://www.innocentdrinks.co.uk/us/our-story
26
Segal, G. Z., Getting There: A Book of Mentors (New York: Abrams Image, 2015; Kindle edn), 30.
27
Burlingham, B., Small Giants: Companies that Choose to Be Great Instead of Big (2005; 10th anniversary edn, New York: Portfolio/Penguin, 2016; Kindle edn).
28
Rumelt, R., Good Strategy Bad Strategy: The Difference and Why It Matters (New York: Crown Business, 2011), 77
29
CB Insights, ‘The Top Twenty Reasons Startups Fail’ (7 October 2014), доступна на www.cbinsights.com. Знаменитый венчурный капиталист Марк Андерсен также считает самой распространенной причиной провалов стартапов недостаточно развитый и большой рынок для их услуг. См. http://web.archive.org/web/20070701074943/ и http://blog.pmarca.com/2007/06/the-pmarca-gu-2.html
30
http://www.economist.com/node/14857221.
31
Там же.
32
Там же.
33
https://www.revolution.watch/jean-claude-biver-on-record-part-1-of-3
34
CB Insights, ‘The Top Twenty Reasons Startups Fail’ (7 October 2014), доступна на www.cbinsights.com.
35
Hankel, I., Black Hole Focus (Chichester: Capstone, 2014; Kindle edn), ch. 5.
36
Bloom, P., How Pleasure Works (London: The Bodley Head, 2010), xii.
37
Festinger, L., A Theory of Cognitive Dissonance (California: Stanford University Press, 1957).
38
Dobelli, R., The Art of Thinking Clearly (London: Sceptre, 2013), 23 – 28.
39
Hargittai, B., and Hargittai, I., Wisdom of the Martians of Science: In Their Own Words with Commentaries (New Jersey: World Scientific, 2015), 151.
40
Baudrillard, J., For a Critique of the Political Economy of the Sign (New York: Telos Press, 1981), 63 – 66.
41
http://www.coca-cola.co.uk/packages/history/share-a-coke
42
McDonald, M., and Dunbar, I., Market Segmentation: How to Do It, How to Profit From It (Chichester, John Wiley & Sons, 2012; Kindle edn), ch. 3, section 5
43
http://newsroom.toyota.co.jp/en/detail/12077091/
44
http://www.nytimes.com/2007/07/04/business/04hybrid.html?_r=0
45
https://www.vitsoe.com/gb/about/ethos
46
Bohlen, Joe M., and Beal, George M., The Diffusion Process, Special Report No. 18 (Cooperative Extension Service, Iowa State College, 1957), 5 – 6. Доступна онлайн на сайте http://www.soc.iastate.edu/extension/pub/comm/SP18.pdf.
47
Moore, G. A., Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers (New York: Harper Business, 2014), 16 – 17.
48
См. сайт http://pmarchive.com/guide_to_startups_part5.html. Тут выложены занятные мысли Марка Андреесена на эту тему. Вот его совет: «Не запускайте стартапы, который для успеха нужны клиенты в виде крупных корпораций. Слишком уж велик риск упустить такие сделки, как бы тяжело вы ни трудились. Да и в самом хорошем случае порой такие сделки заканчиваются совсем не так, как вы рассчитывали».
49
Watkinson, M., The Ten Principles Behind Great Customer Experiences (Harlow: FT Press, 2013), 45 – 56.
50
https://www.shoreditchhouse.com/membership
51
Riezebos, R., and van der Grinten, J., Positioning the Brand: An Inside-Out Approach (London: Routledge, 2012; Kindle edn), ch. 4, section: ‘Brand-Product Class Connection’.
52
53
Reason, J., Human Error (New York: Cambridge University Press, 1990), 5.
54
Berry, L., and Parasuraman, A., Marketing Services: Competing Through Quality (New York: The Free Press, 1991), part 2, ch. 2 and 3.
55
56
Asacker, T., The Business of Belief (Tom Asacker, 2013; Kindle edn), 61
57
Там же.
58
Там же.
59
Krychman, Michael L., 100 Questions & Answers About Women’s Sexual Wellness and Vitality (Sudbury: Jones & Bartlett Learning, 2010), 91 – 92.
60
Christensen, C., The Clayton M. Christensen Reader (Boston: Harvard Business Review Press, 2016), 46
61
Merlin, B., The Complete Stanislavsky Toolkit (London: Nick Hern Books, 2007), 219 – 226.
62
Там же.
63
https://onlinedoctor.lloydspharmacy.com/uk/mens-health
64
https://onlinedoctor.lloydspharmacy.com/uk/info/about-us
65
Watkinson, The Ten Principles, 80 – 83.
66
67
68
McNish, J., Silcoff, S., Losing the Signal: The Untold Story Behind the Extraordinary Rise and Spectacular Fall of BlackBerry (New York: Flatiron Books, 2015), 241.
69
https://www.statista.com/statistics/258749/most-popular-global-mobile-messenger-apps/.
70
Seba, T., Winners Take All: The Nine Fundamental Rules of High Tech Strategy (San Francisco: Tony Seba, 2006), 192–193.
71
http://www.wsj.com/articles/theranos-has-struggled-with-blood-tests-1444881901?mg=id-wsj
72
http://www.vanityfair.com/news/2016/09/elizabeth-holmes-theranos-exclusive
73
См. примечание 42.
74
75
76
http://www.wsj.com/articles/theranos-is-subject-of-criminal-probe-by-u-s-1461019055.
77
Rogers, E. M., Diffusion of Innovations (5th edn, New York: Free Press, 2003), 258.
78
Там же.
79
См. www.goruck.com и http://www.goruck.com/gr1-explained
80
Loewy, R., Never Leave Well Enough Alone (New York: Simon & Schuster, 1950), 325 – 331.
81
Там же.
82
https://www.netjets.com/AboutNetJets/Our-History/
83
https://www.netjets.com/why-netjets/Largest-Finest-Fleet
84
Похожий подход советует Тони Себа. См. примечание 43.
85
https://www.theguardian.com/business/2016/apr/18/dan-wagner-powa-technologies
86
http://www.businessinsider.com/inside-the-crash-of-londons-payment-unicorn-powa-technologies-2016-4
87
Спасибо моей соседке Драже Янски за эту мысль.
88
Для более глубокого погружения в эту тему советую следующую книгу: Magretta, J., Understanding Michael Porter: The Essential Guide to Competition and Strategy (Boston: Harvard Business Review Press, 2012; Kindle edn), ch. 1.
89
Goddard, J., and Eccles, T., Uncommon Sense, Common Nonsense: Why Some Organisations Consistently Outperform Others (London: Profile Books, 2013). Раздел ‘Losers look to competitive benchmarks rather than to their own imagination for their model of success.’
90
Парафраз из работу Pfenning, D., и Pfenning, K., Evolution’s Wedge: Competition and the Origins of Diversity (Berkeley: University of California Press, 2012), 2.
91
Liddell Hart, B. H., Strategy (London: Faber & Faber, 1954), xx.
92
Darwin, C., On the Origin of the Species: By Means of Natural Selection or The Preservation of Favoured Races in the Struggle for Life (1859; New York: Cosimo, 2007), cited in Pfenning and Pfenning, Evolution’s Wedge, 4.
93
McDonald, M., and Dunbar, I., Market Segmentation: How to Do It, How to Profit From It (Chichester: John Wiley & Sons, 2012; Kindle edn), ch. 3, section 4
94
http://www.theregister.co.uk/2011/10/18/vodafone_kills_360/
95
Riezebos, R., and van der Grinten, J., Positioning the Brand: An Inside-Out Approach (London: Routledge, 2012), ch. 4, section: ‘ Brand-Product Class Connection’.
96
See Thorndike, W. N., The Outsiders: Eight Unconventional CEOs and Their Radically Rational Blueprint for Success (Boston: Harvard Business Review Press, 2012; Kindle edn).
97
Farris, P. W., Bendle, N. T., Pfeifer, P. E., and Reibstein, D. J., Key Marketing Metrics: The 50+ Metrics Every Manager Needs to Know (Harlow: Pearson Education, 2009), 23 – 24.
98
99
Porter, M. E., Competitive Strategy: Techniques for Analysing Industries and Competitors (New York: The Free Press, 1998; Kindle edn), ch. 1.
100
Там же.
101
102
http://news.bbc.co.uk/onthisday/hi/dates/stories/january/11/newsid_2520000/2520189.stm. Более подробно см. Gregory, M., Dirty Tricks: British Airways’ Secret War against Virgin Atlantic (London: Virgin Publishing, 1994; revised edn, 2000).
103
Riezebos
