| Description |
xv, 340 pages : illustrations ; 23 cm |
| Bibliography |
Includes bibliographical references (pages 315-330) and index. |
| Summary |
Business professors Gerard Tellis and Peter Golder draw powerful and surprising conclusions from their years of in-depth research on market entry and new product markets. Case studies of market leaders including Microsoft, Intel, Hewlett-Packard, Federal Express, Procter & Gamble, and Charles Schwab, along with analyses of archival reports, show how five key drivers--vision of the mass market, managerial persistence, relentless innovation, financial commitment, and asset leverage--have remained remarkably similar from the nineteenth century to today. The authors contrast the behavior of firms that endured as leaders with those that had as good as or a better chance to do the same. And, most importantly, they show how firms today can follow the examples of long-term market leaders to seize substantially greater market share regardless of the cost or complexity of their products. |
| Contents |
Are Pioneers Really Blessed? -- Learning from History -- Facts about Pioneers and Real Causes of Enduring Leadership -- Envisioning the Mass Market -- Uniqueness of Vision -- Persisting--Against All Odds -- The Need for Relentless Innovation -- Organizing for Innovation -- Raising and Committing Financial Resources -- Leveraging Assets Despite Uncertainty -- Assessing the New Thesis -- The Historical Method -- Key Firms and Dates in Samples Studied. |
| Subject |
Marketing -- United States.
|
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Brand name products -- United States.
|
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Brand name products. (OCoLC)fst00837883
|
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Marketing. (OCoLC)fst01010167
|
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United States. (OCoLC)fst01204155
|
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Marktaandeel.
|
|
Vernieuwing.
|
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Strategisch management.
|
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Marktführer (DE-588)4218573-7
|
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Wettbewerbsstrategie (DE-588)4200234-5
|
| Added Author |
Golder, Peter N.
|
| Added Title |
Will and vision |
| Other Form: |
Online version: Tellis, Gerard J., 1950- Will & vision. New York : McGraw-Hill, ©2002 (OCoLC)988772784 |
| ISBN |
007137549X (acid-free paper) |
|
9780071375498 (acid-free paper) |
|
