Глава 2

1. 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.

2. "Personal Computers: And the Winner Is IBM", Business Week, Oct. 3, 1983, pp. 76-95.

3. 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.

2. "Microcomputers Catch on Fast", Business Week, July 12, 1976, p. 50.

2. Ray Kroc and Robert Anderson, Grinding It Out: The Making of McDonald's, Regnery, Chicago, 1977.

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

2. Kroc and Anderson, op. cit., p. 9.

3. Ibid, p. 11.

4. "Out to Crack the Copying Market", Business Week, Sept. 19, 1959, p. 86.

10. Источники в соответствии с порядком цитирования: "Howard Johnson-Highway Host", Financial World, May 20, 1964, p. 5; "Proliferating Drive-Ins", Financial World, Apr. 5, 1967, pp. 6-7; ibid.; ibid.; "Franchise to Growth", Financial World, Sept. 8, 1965, p. 6.

11. Например, см. Peter N. Golder and Gerard J. Tellis, "Pioneer Advantage: Marketing Fact or Marketing Legend", Journal of Marketing Research, 30:158-170 (May 1993); Gerard J. Tellis and Peter N. Golder, "First to Market, First to Fail? Real Causes of Enduring Market Leadership", Sloan Management Review, 37(2): 65-75 (1996).

Глава 3

1. Эти результаты основываются на более широкой и более свежей выборке, чем та, на которую мы ссылались в следующих публикациях: Peter N. Golder and Gerard J. Tellis, "Pioneer Advantage: Marketing Logic or Marketing Legend?" Journal of Marketing Research, 30:158-170 (May 1993); Gerard J. Tellis and Peter N. Golder, "First to Market, First to Fail? Real Causes of Enduring Market Leadership", Sloan Management Review, 37(2):65- 75 (1996).

2. William T. Robinson, "Sources of Market Pioneer Advantages: The Case of Industrial Goods Industries", Journal of Marketing Research, 25:87-94 (February 1988); William T. Robinson and Claes Fornell, "Sources of Market Pioneer Advantage in Consumer Goods Industries"', Journal ofMarketing Research, 22:305-317 (August 1985); 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 (1986); Gurumurthy Kalyanaram and Glen L. Urban, "Dynamic Effects of the Order of Entry on Market Share, Trial, Penetration, and Repeat Purchases for Frequently Purchased Consumer Goods", Marketing Science, 11(3):235-251 (1992).

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

4. Ibid., p. 5.

1. J. С. Louis and Harvey Yazijian, The Cola Wars, Everest House, New York, 1980, p. 14.

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

6. Amy Cortese, et al., "America Online's Global Push", Business Week, April 3, 1996, p. 78; Swisher, AOL. Com, Random House, New York, 1998.

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