Сетка. Инструмент для принятия решений

and van der Grinten, Positioning the Brand, 80.

104

McNish, J., and Silcoff, S., Losing the Signal: The Untold Story Behind the Extraordinary Rise and Spectacular Fall of BlackBerry (New York: Flatiron Books, 2015), 231.

105

Lafley, A. G., and Martin, R. L., Playing to Win: How Strategy Really Works (Boston: Harvard Business Review Press, 2013), ch. 3.

106

Knee, J. A., Greenwald, B. C., and Seave, A., The Curse of the Mogul (New York: Profile, 2009; Kindle edn), ch. 2, section 2.3: ‘Real Competitive Advantages/Cost’.

107

Ries, A., and Trout, J., Positioning: The Battle For Your Mind (New York: McGraw-Hill, 2000; Kindle edn), 196.

108

Сетку ценностей можно посмотреть тут: http://www.slideshare.net/adliterate/value-grid. Рыночная карта описана в книге Mastering Customer Value Management (Cincinnati: Pinnaflex, 2003), 25 – 28.

109

http://www.luxottica.com/en/oakley-merge-luxottica-group-us2930-share.

110

https://www.wired.com/2008/08/ff-redcamera

111

Nagle, T. T., Hogan, J. E., and Zale, J., The Strategy and Tactics of Pricing (New Jersey: Prentice Hall, 2011), 181 – 182.

112

Porter, M. E., Competitive Strategy: Techniques for Analysing Industries and Competitors (New York: The Free Press, 1998; Kindle edn), ch. 1.

113

Christensen, C. M., The Innovator’s Solution: Creating and Sustaining Successful Growth (Boston: Harvard Business Review Press, 2013; Kindle edn).

114

Schwartz, B., The Paradox of Choice: Why More is Less (New York: Harper Perennial, 2004).

115

Isaacson, W., Steve Jobs (London: Little, Brown, 2011), 337.

116

Grove, A. S., Only the Paranoid Survive: How to Exploit the Crisis Points That Challenge Every Company (New York: Random House, 1999), 107.

117

Sung, E., Customer Moat: How Loyalty Drives Profit (Eddie Sung, 2016), ch. 2, section 3.

118

Baudrillard, J., For a Critique of the Political Economy of the Sign (New York: Telos Press, 1981), 63 – 66.

119

Higgins, T., Beyond Pleasure and Pain: How Motivation Works (New York: Oxford University Press, 2012), 49.

120

Simon, H., Confessions of the Pricing Man: How Price Affects Everything (Switzerland: Springer, 2015; Kindle edn), ch. 3.

121

Pricken, M., The Essence of Value (Erlangen: Publicis, 2014), 36 – 58, 182.

122

Более подробно об этом я писал в своей предыдущей книге The Ten Principles Behind Great Customer Experiences (Harlow: FT Press, 2013). На эту мысль меня также натолкнуло исследование доктора Тэйера: Thayer, R., The Origin of Everyday Moods: Managing Energy, Tension and Stress (New York: Oxford University Press, 1996).

123

См. примечание 125.

124

Tiger, L., The Pursuit of Pleasure (New Jersey: Transaction Publishers, 2000), 53 – 54.

125

Там же, 54 – 56.

126

Berger, J., Contagious: Why Things Catch On (New York: Simon & Schuster, 2013), ch. 4.

127

См. Deci, I. L., и Ryan, R. M., Intrinsic Motivation and Self-Determination in Human Behavior (New York: Plenum Press, 1985). Мнение о том, что чувство контроля является фундаментальным и мотивирует человека, поддерживает и психолог Тори Хиггинс. См. Higgins, T., Beyond Pleasure and Pain: How Motivation Works (New York: Oxford University Press, 2012).

128

Moore, G. A., Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Markets (New York: Harper Business, 2014), 186.

129

https://petapixel.com/2015/06/04/mirrorless-now-the-official-name-of-the-camera-market-dominated-by-sony/

130

http://mashable.com/2015/08/02/google-plus-history/#bKf2Q3FnTPqx

131

Сооснователь компании Y Combinator Пол Грэм считает так же и советует стартапам начинать работу, только достигнув «точки полезности» – т. е. момента, когда с их помощью потенциальный потребитель сможет начать делать что-то, что раньше было ему недоступно. См. https://news.ycombinator.com/item?id=542768

132

https://www.tesla.com

133

Kahneman, D., Thinking, Fast and Slow (London: Allen Lane, 2011), 378 – 380.

134

Там же, 381.

135

Berry, L., and Parasuraman, A., Marketing Services: Competing Through Quality (New York: The Free Press, 1991; Kindle edn), ch. 4.

136

https://www.airnewzealand.com/press-release-2016-air-new-zealand-heads-to-hollywood-for-its-latest-safety-video

137

http://www.airlineratings.com/awards.php

138

http://www.nytimes.com/2009/04/16/business/media/16dominos.html

139

http://www.fool.com/investing/general/2013/11/20/why-dominos-spent-millions-to-fix-its-pizza.aspx

140

http://anyware.dominos.com

141

http://www.cpbgroup.com/work/dominos/dominos-pizzaturnaround

142

Там же.

143

http://www.brandtags.com

144

https://youtu.be/Vq9ap6JuXuc

145

https://www.nytimes.com/2015/12/21/nyregion/unwrapping-mast-brothers-chocolatier-mythos.html

146

http://dallasfood.org/2015/12/mast-brothers-what-lies-behind-the-beards-part-1-tastetexture

147

http://dallasfood.org/2015/12/mast-brothers-what-lies-behind-the-beards-part-3-ingredients

148

http://www.eater.com/2015/12/21/10634270/mast-brothers-scandal-admitted-chocolate

149

http://www.vanityfair.com/culture/2015/02/mast-brot-hers-chocolate-wrappers

150

http://www.businessinsider.com/mast-brothers-sales-tank-at-trendy-shops-2016-1

151

https://www.theguardian.com/music/2013/sep/27/dr-dre-beats-1bn-carlyle-sale

152

https://www.apple.com/pr/library/2014/05/28Apple-to-Acquire-Beats-Music-Beats-Electronics.html

153

http://www.apple.com/shop/product/MHD02AM/B/urbeats-earphones-black

154

Sharp, B., How Brands Grow: What Marketers Don’t Known (South Melbourne: Oxford University Press, 2010), 195.

155

http://www.patagonia.com/company-info.html

156

https://www.bloomberg.com/features/2015-martin-shkreli-wu-tang-clan-album

157

http://www.rolls-royce.com/media/press-releases/yr-2012/121030-the-hour.aspx

158

https://www.bloomberg.com/news/articles/2014-02-04/arm-chips-are-the-most-used-consumer-product-dot-where-s-the-money

159

http://www.hpmuseum.net/exhibit.php?class=5&cat=20

160

https://hbr.org/2013/01/burberrys-ceo-on-turning-an-aging-british-icon-into-a-global-luxury-brand

161

https://www.theguardian.com/business/2013/jun/16/angela-ahrendts-burberry-chav-image

162

Там же.

163

Mohammed, R., The 1 % Windfall: How Successful Companies Use Price to Profit and Grow (Harper Collins e-books, 2010; Kindle edn), введение.

164

См. ‘Principle #2’ in Sung, E., Customer Moat: How Loyalty Drives Profit (Eddie Sung, 2016)

165

Simon, H., Confessions of the Pricing Man: How Price Affects Everything (Switzerland: Springer, 2015; Kindle edn), ch. 5, section 6.

166

Nagle, T. T., Hogan, J. E., and Zale, J., The Strategy and Tactics of Pricing (New Jersey: Prentice Hall, 2011), 225

167

См. Mohammed, The 1 % Windfall, ch. 1.

168

Там же.

169

Nagle, T. T., Hogan, J. E., and Zale, J., The Strategy and Tactics of Pricing (New Jersey: Prentice Hall, 2011), 132.

170

https://www.nytimes.com/2015/10/25/fashion/a-365-foam-roller-it-exists.html

171

Nagle, Hogan and Zale, The Strategy and Tactics of Pricing, 134.

172

http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/pricing-new-products#0

173

См. примечание 10.

174

https://www.bloomberg.com/news/articles/2009-06-01/gm-files-for-bankruptcybusinessweek-business-news-stock-market-and-financial-advice

175

https://www.vitsoe.com/us/news/black-friday-16

176

Simon Confessions of the Pricing Man, ch. 4: ‘Premium Pricing’.

177

https://www.soul-cycle.com/our-story

178

Mohammed, The 1 % Windfall, ch. 3.

179

Lovell, N., The Curve: How Smart Companies Find High Value Customers (London: Portfolio/Penguin Section, 2013; Kindle edn), preface.

180

https://articles.uie.com/three_hund_million_button/

182

Эта тема всплыла еще в одном разговоре с моей подругой Дражей Янски.

183

Galinsky, A., and Schweitzer, M., Friend & Foe: When to Cooperate, When to Compete, and How to Succeed at Both (London: Random House Business, 2015; Kindle edn), preface.

184

Porter, M. E., Competitive Strategy: Techniques for Analysing Industries and Competitors (New York: The Free Press, 1998; Kindle edn).

185

http://www.newyorker.com/business/currency/why-are-there-so-many-shuttered-storefronts-in-the-west-village

186

Чтобы узнать больше о власти поставщиков и покупателей и соответствующих стратегиях, см. Porter, Competitive Strategy, chapters 1 and 6. Также см. Magretta, J., Understanding Michael Porter: The Essential Guide to Competition and Strategy (Boston: Harvard Business Review Press, 2012; Kindle edn).

187

http://www.inc.com/magazine/201606/jason-fried/saying-no-to-large-enterprise-customers.html

188

Christensen, C. M., Allworth, J., and Dillon, K., How Will You Measure Your Life (New York: HarperCollins, 2012; Kindle edn), ch. 7.

189

https://www.hodinkee.com/articles/ftc-takes-major-action-against-shinola-demands-where-american-is-made-slogan-to-be-dropped-immediately

190

https://www.colorado.gov/mariuana

191

http://www.latimes.com/business/la-fi-drone-rules-20160829-snap-story.html

192

http://www.reuters.com/article/us-eu-microsoft-IDUSBRE92500520130306

193

http://www.reuters.com/article/us-intel-court-eu-IDUSKBN0EN0M120140612

194

https://www.law.cornell.edu/uscode/text/15/1052

195

https://www.washingtonpost.com/local/judge-upholds-cancellation-of-redskins-trademarks-in-a-legal-and-symbolic-setback-for-team/2015/07/08/5a65424e-1e6e-11e5-aeb9-a411a84c9d55_story.html?utm_term=.7a2ef382a7d5

196

https://www.theguardian.com/environment/2016/jul/30/england-plastic-bag-usage-drops-85-per-cent-since-5p-charged-introduced

197

http://www.pbs.gov.au/info/about-the-pbs#What_medicines_does_the_government_subsidise

198

https://www.ofcom.org.uk/about-ofcom/latest/features-and-news/vodafone-fined-4.6-million?utm_source=Twitter&utm_medium=Twitter&utm_content=Vodafone

199

http://www.nppaindia.nic.in/wh-new-2016/wh-new-29-2016.html

200

http://abcnews.go.com/2020/Stossel/story?id=1954352&page=1

201

https://www.theguardian.com/business/2016/aug/30/apple-pay-back-taxes-eu-ruling-ireland-state-aid

202

https://www.treasury.gov/initiatives/financial-stability/TARP-Programs/Pages/default.aspx

203

https://www.sec.gov/about/laws.shtml

204

https://www.ft.com/content/5600f746-7f40-11e6-bc52-0c7211ef3198

205

http://www.nytimes.com/2011/01/22/world/africa/22sidi.html?rref=collection%2Ftimestopic%2FBouazizi%2C%20Mohamed&action=click&contentCollection=timestopics&region=stream&module=stream_unit&version=latest&contentPlacement=8&pgtype=collection

206

http://world.time.com/2013/08/21/mubarak-and-the-arab-springs-other-villains-where-are-they-now

207

Sun, L., The Fairness Instinct: The Robin Hood Mentality and Our Biological Nature (New York: Prometheus Books, 2013; Kindle edn), and Ridley, M., The Origins of Virtue (London: Penguin, 1996; Kindle edn)

208

Galinsky and Schweitzer, Friend & Foe, ch. 2.

209

Keltner, D., The Power Paradox: How We Gain and Lose Influence (New York: Penguin