How to Create Uncontested Market Space and

Make the Competition Irrelevant

W. Chan Kim
Renee Mauborgne

HARVARD BUSINESS SCHOOL PRESS

BOSTON, MASSACHUSETTS

 005,352
BtiK 65.290
40
. . . . . . .: Hll'I'O,
2005.-t>72c.
ISBN 5-98293-0774 (.)
ISBN 1-59139-6 ) (
,
, \.
. .
- - <.
.* , pat
.
, ,
.
Original work copyright v'2005 on Consulting C r o u p Coiporaiion
<) H I P P O - , 2005
-Blue Ocean Strategy-
Harvard Bu.s in School Press.
.
5
.

> HI <)
www.tiippopublibhing.coiD
: 775-08-1)2
cbi.11 : hippo' hippop-ub.ru
hippo? hippftpublishiiijf.coin

- .
- . , 11. . ).
-.

Tnnui "*
1(15005. , . , 41
IK72-

3(100 .

ix

xv

:
1

3
23

:
3

47

83

105

121

 :
7

,
, ,
.
. 80- ,
, -
. ,
,
.
. ,
,
, io ,
?
,
,
?
,
, ,
. -


' ,
,
-
,
, , , peci
- ,


, *
J .

, ,
! .
,
,
, ,
- , . ,
-

,
.

, .
-
, - .
, . , , ,
. ,
- . .
; ,
.
, .
, . ,
, .
. -
. ,
, , ,
- , .


, ,
.
,
, ,
. , , ,
, - .
, ,
, ,
.
, , ,
,
,

, .

- - ,
, ,
.
, ,
.
, ,
,
, ,
,
.
,
,
,
.
,
. 11
- -
! - .
- .

.
, Harvard Business Review,
,
. , -



, .
,
.
,
! , ,
, , o'i ) ,
.
HOHHMAI ,
, .
, .
- i ipo. .
, < .
, ,

. ,

.

.
INSEAD
. INSEAD
,
, ,
. ,

. PncevvaterhouseCoopers (PwC)
Boston Consulting Group (BCG)
; PwC,
, , BCG
.
i
,
,
. ,

.
, .

xvl

INSKAO ,
. , ,
,
. INSFAO
-

, .
-
. !
, - . . - ,
, , , .
, , , , 11
. , , , ,
, , - ,
, , , Hivcn-, , , . , , .
[
.
, ,

.
-. ,

.
1 ;
IV ; - ; ;
; ; ;
; ; ;
;
; ; ii
; ; .
, Accenting
, ,
. Lucent Technologies
.

xvii

;
,
. .


Value Innovation Program (VIP) Center -Samsung Klecironics Value
Innovation Action Tank (VIA'I) .
- Samsung Klecironics
.
Value
Innovation Network (VIM), ,
(Value Innovation) -
, .
, , ,
, ,
Harvard Business School P u b l i s h i n g
,
. Harvard
Business Review , ,
.
, , INSEAD.
Strategy Innovation .Study
Group Value Innovation Study G r o u p (VJSG),
.

.

" #s

**-

t!

I-v-

'!

*-

f^-

,
Cirque du Soleil,
- .
1984 ,

.
Cirque du Soleil , Ringling
Bros Barnum & Bailey -
.
,
, ,

. '0
, .
-
-
.
, .

, , . ,

, Kingling Bros, Barnum & Bailey
, ,
. ,

.
, Cirque
du Soleil, ,
,
. Cirque du Soleil
Ringiing Bros, Barnum & Bailey.
, , .
: ,
, , ,
, .
Cirque du Soleil :
.

Cirque du Soleil , : ,
,
. -
.
, Cirque du Soleil,
, : .

. .
, .
.
,
1.
,
.
,
. ,
, .

, ,
,
.
,
,
- Clique du Soleil.
,
.
- ,
.
. ,
,
, ,
2 .
.
, .
. .

3 .
,
,
, - ,
- .
4 .
.


-
.

.

,
.
.
; -

? : ,
, , , ,
, ,
- .
. -,
,
, , ,
, ,
, , , -
- .
.
- -
,
. , ,
, - .
: .
. , ,
. ,

. Standard Industrial
Classification (SIC), U.S. Census, 1997
North America Industry Classification Standard (NAICS).
,
SIC, ,
5 . , ,
, -,
,
1'. ,
,
,
.

.
,
- .
:
(Chief Executive Officers) (Headquarters), a
(Troops) - (Front Line).
-

7.
,
; , .
,
(
, )
:
, .

- 108

(. 1-1). , 86
,

.
1)2 39
. 14
. 38 G1
. , -
, (
, -

1-1

), i

,

ib
,
8
,
,
, - 9
,
,
1 0

,
.

11 ,
,
1 2

,
.

, .
, -,
,
,
, ,
.

i ?
i i 5 ,

5
,
.
, , -

,
,
,
:
-,
?
, , (In Search of
Excellence) [Built To Last.)1* 5


- Ataii, Cheseborough Pond's, Data General, Fluor,
National Semiconductor -
(Managingon the Edge),

14 .

,

, ,
,

,

.
, -,
- ,
.
(Creative Dcstiuction), , -

, ,
15. , , HewlettPackard (HP) ,
,
. HP
. , HP
.
, jtAbiioc * :
,
? ,
,
, 1970 1980 ,
.

,
, ,

J ii ,
v- , ,

;
* .
; Cirque du Soleil

. , ,

.
\\ ,
< - - - - ,
\
< ip.uei - , -,
. , Compaq 2001 u Hewlett-Packard .
Mir .
HV i - .

11

Compaq
.
,

.
,
,
, : , ; - ,
; -
. ,
. ,

, .
, -
,
, -
,
, ,
.
, ,
.
, 1880
*2000 ,
-,
. - ,
, , , ,
, - ,
.
,
, .
,

, , ,
. ,
.
, ,
,
, -

VI

, , ,
,
!, ,
. ,
,
, ,
, ,
, - ,
,
,
.

.


. Ford 1908
(Model T); , 1924 ,
; CNN, 1980
,
; Compaq, Starbucks, Southwest Airlines
Cirque du Soleil,
, , -
.

, .
.

:


. ,
, );

16.
, , 17.

, uimoeamicii .

13

.
, .
,
,
, ,
.
,
, . ,
, -
, 18.
,
.
,
111.
-
. ,
, ,

. ,
. ,
, ,
.
,
, .
-
,
. ,

: -20. ,

, ,
.
-1.
, ,
,
.
Cirque du Soleil.
,
.

14

,

,
.
- ,
! .
- , ,
.
Cirque du Soleil .
, . Cirque clu Soleil
. ,
,
-
. Clique du Soleil

, -
. , Cirque clu
Soleil - ,
, ; , .
,
-
. .
,
,

, Cirque du Soleil
.

, .

. ,
,
,
, , ,
.
,
,
. -, -

15

.
,
,
,
.

, ,

.

; , ,
. Cirque du Soleil ,
. ,
, , ,
. , ,
, , ,
Cirque du Soleil ,
.
.
.
, .
,
.
, C i r q u e du Soleil
, , , ,
,
, . ,
,
- .
,
,
Cirque du Soleil, , ,
.
( ),
,
. .
Cirque du Soleil
. , -

-172

, ;< . -,
, Cirque du Soleil
, i
( ) ,
.
- .
, Cirque du Soleil {
\ .
,
\. Cirque du Soleil
.
, , Cirque du Soleil ,
,
.
Cuquedu Soleil
,
, . , , ,
,
, . Cirque du Soleil
,
. ,
,
, .
1-2
- , .
1-2,
.
, .
, ,

, ,
! 7I4IOC1 ,
. l.iei . \
i <.-. . .

'7

, , ,
,
. ,
,
,
.
,
,
.
- , .
,
2*. ,
1-2

,
.
,

,
.
, .

18

1-3

'-.

cTparei , nvi6o
, -ta

//
.
-'. 1-3

.
,

. ,
,
-'. , ,
.

^ .
. ,
,
.
, ,
. ,

, -
. (
. , - :
-.)

19

Ciique clu Soleil (practice)

, *
.
, ,
Cirque clu Soleil ? ? ,
- , , ?
Clique riu Soleil
, .
, , , .

, ,
,
-'".
, .
, ,
,
?
,
,
.
, -7.
- ,
.

, . .
, -
,
. ,
,
,
.

20

.

.
2 ,
.

,
. I
, ,

.
,
, , .

.
. 3 ,

,
. ,

.
, ,
, ,
-
, .
4 ,
,

.
,
, .
.
, ,

,
,

.

5 , ; .
, i
' . ,
! iu\ i^ce . ,
-
,
,

, i.e. .
0 ,
,
-,
iii . ,
*, -,
,
put AT/, , *
, , , -.
: , ,
.
7 8
. , 7
, .
,
,
,
. ,
,
, , ,

.
8
, *

.
,
. -

22

1-4

, ,

, ,
.
,
.
1- 4
, ,
.
9
- .
2,
,

! .

,

,
.
,
.
,
, ,
,

.
, .
,
,
.
,
.
, .

24

,
ii
, ,
, ICM
1\1


.
- - ,




i
,
,
, ,
- , ,

, ] -, ,
,
.




75 ,
- - 25

,
,
.
,

.

, ,

25

Hgei

, |
, pacicT ,
,

1 ,


*
1, i;xe in
^
,
, ,
!

,
,
, ,
,
, ,
2-1

,

.
,
,
, ,

26

60

-1

1990-
-
*

3tto

,


}'
.
.
(
).
,
.
,
, - -, ..

27

,
.

, ,
.
,

. . ,
.

,
, . ,
,


12-1 , ,

, ,
. ,
, ,
, , ,
, .

.
.
, ,
. ,
. ,
.
. ,
.
,

.

,
, .

28

,
)' )'
.
. ,
,
.
v- )'
. ^
.


1 .
,


.
, ,
,
,
,
. ,
, , ,
, .
,
, ,
,
.
, ,
. ,
, -
,
, ,
, - .
, ,
Casella Wines
:
, .
? - , -

29

,
, , ,
(- . -
,
, ,
.
I , Casella Wines ,

.
,
:

,
. 2-2, ,

,
,
-:

,
, }

,
.
,
, ,
.
, , ,
, .

30

2-2

'7

: ^

COSAW

,
\\
R
, ,

,


, 1
( ),

, ,
-

31

, ,
- -
, , ! ,
i
! , i -> i
,
31
,


,


,

,

, C.asella Wines [yellow
lail) (),
,
. Ca&ella , - ,
i
, [yellow tail],

, ,
2 0 0 3
750 , ,
2003 [yellow tail]
4,5 .
, [yellow tail]

, ,
, , [yellow
tail] ,

-

32

- [yellow tail] , ,
. , -
,
, , , ,
[yellow tail].
2-3 ,
,

[yellow tail]
, .
2-3, [yellow tail) . Casella
Wines - , ,
-
,
.

2-3

[yellow tail]

[yellow tall]

-
, - , Casella Wines
-
, , -
. Casella Wines ,
- ,
. ,
, , , [yellow tail]
,
,
. ,

.
,
. , , ,
, .
[yellow
tail]
,
- , , , , , ,
. ,
,
.
[yellow tail], ,

. ,
, [yellow tail} .

,
.
,
, ,
,
,
.
,

.

34

, [yellow tail] .
Wines
: , , . ,
, ,
- . ,
[yellow tail],
[yellow tail) .
-
.
[yellow tail | ,

,
.
, , ,
[yellow tail].
, [yellow tail] .
,
- , - - Casclla
Wines. .
[yellow tail]
. Casella Wines
,
,
.

,
.
:
.
,
,
. , ,
,
;
. ,
,
(yellow (ail] , -

35

, . 11 Wines
1 ,
: , ,
. :
.., .
. [yellow tail]

. . II .
, , .
[yellow tail]
. . [yellow lail] ,
icy 6,99 ,
, 2001 ,
,
.

---
,
, - --- (.
2-4).
, ,
-
.
,
,
:

, -.

,
,
-
,

)'
.

3b

CTPA1EI

2-4

(---: [yellow tail]

,
, ,

.

2-5 -- Cirque du Soleil. iMbi

,
. ,
, ,
. Cirque du Soleil
,
, , ,
' .

,
.
. ,
-
, , -

37

2-5

---:
Cirque du Soleil

|
1

>
'

v.

, , .
, ,

. , ,
.
. ,
, ,
,
.

Cassela Wines, Cirque du Soleil, ,
, .
, [yellow tail] -

38

2-6

Southwest Airlines

, i
.
- %
,
. [yellow tail] ,
, .
,
, [yellow tail],
: , ,
. ,
,
. ,
, ,

.
.
Southwest Airlines,
,
-

39

(.
2-6) Southwest Airlines ,
,
,
- . Southwest 1 , ,
,
.
,
, - , -.Southwest Airlines ,
,
- .
ipa- Southwest Airlines
01 .

,
.
Southwest, ,
: ,
.
. Southwest ,
;
,
. , ,
, ,
, Southwest.
,
.
- .

,
,

40

,
, !
-
, ,
Southwest ,

,
,
- , ,
-
, Southwest
,

-
- - Southwest
Airlines ?

,
,
,
, , , -

, ,
,

2-7, Cirque du
Soleil
: , .
Cirque du Soleil

, Cirque du Soleil
,
Ringling Bros, Barnum 8c Bailey
. -

41

2-7

Cirque du Soleil

Ringling Bros Barnum & Bailey

*.

Cirque du Soteil

,

Cirque du Soleil .
, , ,
,
, ,
- .

, , ,
,
.
[yellow tail], Cirque du Soleil Southwest Airlines
- .

, , .
,
, ,
.

42

.
.
.

, , -
?

- , , ,
. -
,
.
,
, , , , - .

. , -
, ,


.

,

, , , ,
.

.
, , }' ,
* , .
, .

43

,

, :

? ,
, 4- , ,
, ,
.
, ,
- , -
.

- ,
, ------,
, .
, . ,
, ,
\', ,
.
-
.

? ,

, , .
, ,
- ,
.

. , , ,
, ,
, . ,
.

44

,

, ?

3
, ,
? ,
,
,
, ,
"*, . .
,
.

, ! .
.


,
.
-
.

..v

,
,

,

,

,

, ,
-
,
, 2 -
.

,
.

5-1872

43

- occ>5oi \
, ,
,
,
Sin .
, ,
! ! , 1 .
, ' i
, , ,

,
, 1

( - ,
, )

,
( ) ),
( )
(
)

,
-


,

,
,
. , ,

49

,
,
, ,
, , i

i ,
,
'*

, ,
,
,
, ,
( ),

, ,
,

,
,


-
,
, ,
, *

.
. ,
,

- ,

50

pan, ,
( ) .
?
? ,
? ,
i- .
,
.
,
. , ,

,

, 1 ,
. ,
,
.
Netjets,
. Netjets
,

. 1998
Berkshire Hathaway
, 1993 2000 30-35
. Netjets ,
, ,
. ,
Netjets
,
.

. Netjets ,
,
: -

,
, ( :

? ,
,
, Netjets

,
? ,
, ,
,
- . ,
,

. ,
,
,
.
Netjets
,
,
. 375 000 (
\ ,
)
1 . ,
.
.
(National Business Aviation
Association) , ,
- , , , , -
.
,
19 400 ,
- 10 100 2. Netjets.

,

. ,

, Netjets .

52

, Netjets,
:
, ?
,
. , nepei
,
. ,
,
, ,
,
, ,

,
, , . Netjets
.
70
, Netjets
,

-.
.

,
, ; ,
,
- .
, . ,

10,5 , Netjets 5,2 ; -- 6 ,
Netjets - 2,1 4 . Netjets
.
, ,
.
, Netjets . -
, - , N'eljets

, ,
.

53

,
, ,
Net Jets ,

,
( 3-1). >
NetJets,
;
.
,
1980- ,
. NTT
DoCoMo 1999 i-mode. i-mode
. NTT DoCoMo ,
, ,
.

3-1

NetJets

NetJets

( +

)
)

(
,

.]

54

,

, NTT
DoCoMo ,
,
, *
N DoCoMo ,
) ,
-
,
, (, ,
) ( ,
).
,
- ,
, ,
. ,

, )'
DoCoMo !
, ,

, .
.
.-mode (1
-, ", I-
*),
-
,
, -l-niode- ,
,
,
i-mode 25
, .
.
, , i-mode
,
/, , -

55

miotic
, ,
.
i-mocle
,

,
,
i-mode 2003 ] 40.1
, oi ,
295 (2,6 ) 1499 88,3
(8 ) 2003 i-mode

, 1
,
, ,
,
-* ,
,
, WAP { ), ,

,
,
.
,
.
Home Depot
,


-
, - H o m e Depot
,
Southwest Airlines
,


. Intuit -

56

Quicken
'
5
, !
, i
,

, ,
OJ ,
,
i
!






! ,
Mersedcs, BMW Jaguar
,


,


,
, ,

.
Curves, ,
1995 - -
-

57

,

Curves
Bcei ,

, Curves

, , ,
, ^!
Curves
, i
,
Curves
, , - 1 -
, -

,
- ,



,
,
, , ,
,
, , , ,
, ,
100 - , ,
.
- 12
.
,
, 500000 ,

,
, , -
, .
, , .

58

( )
, ,

1
- npoipa.vM
'
- \' \
, p e i i
i
BTOI KOiga

,



-
gopoia , ,
,

, ,
-
,
1 , ,
n i , ,
,
, ,

Curves i ,

( 3-2). Curves \()>-,11111;1
,
, SPA-, ,

Curves ,

Curves , ( )
, (
1 - ), , 3ai MOI

54

oi
1 i Quick 1 it
, ,

- 1 1 '
. ) ,
oi
1 pax
] ! ]
Kpyiv,


30
.-
imcs iatc < , ,
,

-2

Curves

Curves

( ,

)

Cui-ves .
S-2. . or 500 000 ;
Curves 25 000 30 000 (
\ i i 20 0( ).
, .
-
,
: 1500 .
35 000 - 100 000 . - . -
(an\cs ,
. t m 1 ( ,
.
Curves 100 000 150 000 .
Curves
. Curves
-;
. 11
.
. . ,
41 2004 v Curves -.
Curves , ,
i \- ,
, Ralph Lauren " ".
,
- , cii .
,
, , Brook Brothers Burberry.
Polo Ralph Lauren
, i .
Toyota
Lexus, < , <> minute , Mercedes, BMW

61

Jaguai, ,
Cadillac Lincoln. A Walkman Sony?
, ,
, , 1970-
Sony .
Walkman . ,
,

Champion Entei pi ises
,
, ,
,
.
, ,
.
Champion ,
.

, ,
Champion
, ,
, . , Champion
.
.
,
;
.
?
?

:

.
,
. , ,

,
.
, .
,
,
,
,
.

. -
,
.
, ,
- ,
. , ,
. ,

- . ,
, -
.
.
,

, .

, ,
. ,

, .
Novo Nordisk, -
, .
, .
,
,
- - . ,
, ,
.

, -

63

.
,
1980- .
,
. Novo Nordisk
,
.

.
Novo Nordisk
,
, -
. , Novo
Nordisk , ,
, .

, ,
. ,
,
.
, ,

.
Novo Nordisk
NovoPen, , 1985 .
NovoPen,
, ,
, . NovoPen
, ,

.
,
.
, ,
.

, 1989 Novo Nordisk NovoLet,
, -

6-1872

64

1999 Inno\ ,
Innovo )
, *
- iy

Novo Noidisk
oipac/iH
2 - No\oPcn


*
,
Novo Noidisk -
80 70
,
, - ,
, '
Bloomberg

- 1480-,
,
Reuters Telerate,

- -,
,
Bloomberg

I IT ,


)
Bloomberg
,
,
, v
,
\ . -

65

, Bloombeig
i,


*
**
,

, Bloomberg
,
,
,
,
, Bloombeig
,

, ,
, ,


, , ,
Bloombeig ,
, .
, -
Bloomberg


, ,

; .
, Canon
,
,
SAP ,
-,

.

66

? 11
?
,
?

:

() .
.

.
.
in
.
.
, .
, . ,
.

. - !,
, ,
. , ,
, .
,
.

.
, ,
.
NARI. - .

.

(Public transport properties - PTPs),


.

coo'i
,
. ,
, ,
NABI
.
-
?
, NABI ,
.
NABI ,
, ,
-
. ,
, ,
-
. ,

, ,
, . , ,

,

,
.
NABI ,
-
,
.
, NABI , ,
- . ,
,
. NABI
, .

, .
, - -

68

OKFAHA

, ,
- , ltd
. i . ( 30-35 ;iei ) ! in.
< - < :
-

NAM ,
ib , upon roo;w i : par

NAB1 . 1 i
3 3. i * , NABI
,
01
14 , NABI
, ;

NABI 3-3

, Circa 2001
-

CiOHMOCf

- !**

'>

<>
|

3ct*fiw
>058^

64

! , , NABI,
* *. ,
,
,
*) ipan tunioe
NAI
ib
\ NABI [ - 1 igi-
, ,
1994 ,
N4111 20
, pociy
! NABI ,
! yi [ ,
1 , a Economist Intelligence Unit
oKiflGpc 2002

,
,
\ , ,
Philips Elect! onics ,
11
. Philips ,
\ , ,
,

, ,
11
-
,
. Philips
,

70

- ,
,
, ,
, Mai Botdets Barncs&Noble (B&N)
,

,
, - - ,
> BOICICTSH B&N"
,

Virgin Enieiiainmeni , ,
, - , ,

Dyson ,
,
Salick Zcneca
,
i i .
*
, *
, *
, *

, ,
,
i ,


,
-

71

vuryr
!
,
\


oi
,
-
\
! ! 1\
- TOI ,

, i


,

,
-, \\
, \ ,
, &
t upoc
Swatch, ,

**
, The Body Shop,
,

i
QB (Quick Beauty) House i\

, 1996
, 2003 QB House
m
57 19% 3,5 - 2002 i

72

iranype , 2013
.
, QB House,

.
, . ? ,

. ,
, .
,
, .

. ,
_1 . 5000 { 27 45
).
QB House . , ,
,
. QB House
, , ,
. ,

.
,
,
, ,
.
,
.
, .
,
. ,
,
.
QB House
-50( (27-45 ) 1000 (9 ),
50
,
, . QB
,

73

. -
,
, .

, . 3-4.
, ,
,
- ,
. ,
, 85
''. , ,
. , .
,

,
.
, , , - .
? -

3-4

QB House

74

1, quinceaneras (
), . ,
, ,

. .
v na
,
, ,
.
, ,
500-600 ''
1998 ,
Pammomo ,
, -.
, ,
, -
? Patrimonio Hoy
(tancla),
. ( ) 1000
. fitiii, , 1000 (93 )
1 . 1000 ,
, ,
.
, ,
, , , . Patrimonio Hoy
-
.
, ,
, ,
.
\ Patrimonio Hoy, ,
toe ,
120 .
,
, ,
. Or
. \ ) -

75

] ,
.
, ,
, -,
-

,
.
.
,
,
, ,
20 ,
- ,
,
, 15 ,
( 3,5 ).

, , - 230
,
, .
, ,

,
, . -
.

, .

Pfizer,
.
Starbucks, ,

, .

, -
. ,
,
, , -

''}- .
11 . . Dirc< I Line Group, 111111111011.()51
-. ,
[11)\*11|\|())>1.<>11(>;1
. ei HI ,
i rp.iv.HM .'. .
Dnecf Line
-.,
| * -r \ . ThcVar.giurci Group ("
) Charles Schwab [ ) i in iHkn * ,
m :. , .

.1 ?
.1. ,
. ('IIIHIKTH. ,
- ?

:
Bit1 Mip.K.ui ,
.
"1 \ .
.
HH.MIU

. ,
-
\ ., || . 1 wk. . iLuipaawHitn \ ,

77

, .
, .

.
, ,
- .
- , ,
, , -
\ . , ,
, ,
, ,
.
, .
, ,
.

. ,
,
,
.
- ,
, ,
.
- .
,
.
, 1998 , ,
,
.
,
. , ,
,
. , i ,
,
.
,
, , -

78

ML

.
,
, ,
.
, 1990- Apple

.
, Napster, Kazaa LimeWire, *
- , ,
, . 2008

,
, CD-,

.
,
, 19
,
. iPod Apple,

. Apple
, ,
. 2003 Apple
iTunes.

- , EMI Group, Sony, Universal Music Croup Warner Brothers
Records -
iTunes

,
99 9,99 .

,
iTunes :
-
, iTunes ,
,
:*, ! -

79

. ,
, .
, ,
.
,
- (
- , -
)
! , ,
,
.
Apple
, , . ,
iTunes
, ,
, , , ,
, ,
Billboard. iTunes
,
, , ,
,
.
iTunes ,
. iTunes 65
,
-
. , Apple
,
,
,
Napster,
. iTunes Music Stoic
iPod CD-
- , ,
,

iTunes Music Store 700 000 ,
70
, 2,5 -

7-1872

80

,, ( anauio Nielsen NetRatings, iTunes M S t o l e

70 i limes Apple, i ,
iipiiBiehaieibHHtTb
tpaiPod ) ! , i m -Apple
. in < 1 > \>
[ 11 isco Systems 1
* luiiiiuum , - & in Cisco,
(. (- ,
41 tic * \ t , 1st id
1 li tit L 1 (1 , ^ 1'( ,
itBbii \( j
< ic Cisco vu ,
< *' Ml !
nfHBKiniir ( (isco,
** 1 (J0
i

1 ,
ivutu . \ .
( \\ t , *' JMt ten ,
IMIIWI
mi i . i, . , \ .
itut
. ib- ,
1
" "" * *
" *

11

"^>1**(!|.1 ?

81

i ,
, !
* ,
i coiga
'
-,



->, JTOM
, 1

5

-5

ci

-^

-^

-^

'

->

82

,

,

. | : ,



? . ,

. ,



, ,
,
,
,
.
,
,
,
.
, -

84

, , ia ,
,
. , ,
,
.
,

.
-
. ,


, ,
,
, -
.
?
,
: , .
,
, -
,
, .

, ,
1.
,
, .
,
.

,

, .

85

,
,
"
,
-,
i ,
( ) ,
! . -,

, , , , . ,
- -
,

2, ,
,
: ,
. F-
, ,
. ,
, ,

.
.
,
.
,
, .
,
-
,
. , ,

,

86

.
; ,
,
, .
,
, .

- ,
,
.

,
}' .
, ,
, 150
,
European Financial Services (EFS),
30 .
,

,
(. 4-1).

:

,
. ,

;
- , -
. ,
,
, , , ;
, .
, ,
-

87

4-1

1.

2.

,
-

",

- ,

*

,

,

. 3.

91-

4-

-
,

.^
- ,

,
. ,
.
EFS,
.
.
EFS ,
, ,
, , , -
. - EFS
, .
,

88

4-2

*
/

; ..v

^
\
\

EFS
)

>

**

"

|
'
-

'- - (

HOCih

,
.
EFS ,
,
, , ,
! .
, EFS
-
, -
. ,
EFS
. ,
EFS ,
.
.
,
EFS. , -

89

4-3

EFS Online

.'

Clearskies

-
.

<

. , ,
,
EFS
, .
, , ,
.
.
, . ,
, ,
,
-
.
,

. 4-2 4-3.

.1\ . H I . l t Jii'imoi
Jlt'I I I l i in,
US. ;
in ;.
i t mi '-, hi- . h i 1,
I

1 .
mm. '".1, ..| , re, " i - - 1
" -wikw ,- , ,
'"" ' < . . EFS
-< 1 , ^^1,-11, > 1 , '^^'^^ 1,1.
" "^iMHiiiui
1
' - .
* .-. (

-<<<-.^

' " " . * 1 ,,,

.>,: z

"

;:; :;;

i . . ' J ,

,,

0 1

-^

P W O B

"** * * * * * * ,

::^^; -- -- .

' H I Mi J,

* . , -

1 : ^ , 1 , "

"

'" *

<

.. ,

' 1 " ' / ' ^ " > " -

H W

' -'-.:;: : -

,,

91

, (
,
).

. - .

,
. ' .
, ; -,
, -
,
,
, . .-
,
, - , Rearers
Dow Jones Telerate.
, ,
,

. , ,
.
, ,
,

'1.

: .
, 4 .
,
. .
'1. ,
, , .
, .
,
, ,
. , , ,
,
. -
Kinepolis,

4J

Mi . *. 11 , , , ,
.\ inu.iv.a. , luiiiiuMi \\- .
.
\ Is - .111. . i JIVKT! 6. , in
. .\.\ ,
14 -. 1
Ki \ \ . Aipw ' u I
,
* < |> ,
m iv . , Amazon.com, -,
me\n .
i t\/Ko -
..' ( . , ,
-
HI ( .
1 }]1 ,
i - uinii IJK. ,
m < i i . in EFS,
jAiLLiimifioti .
)|uimii .
h.iK < , EFS
14 .
\ , , .\ u-iocbiiu i\ -
.
<*1- * ,
1|1 i . \ ,
\ w lenei . \**\ 1> .
*> < - < i vcvwr , EFS

93

EFS -. .nor ,
.
, ,
.
,
. ,

.

,
.
, - .

,
.

;

,
.
,
EFS - ,
,
,
EFS.
- , ,
, -
. ,
, ,
, .
,
.
-
-
,
.
,

94

.
,

.
.
:
,
!
, ,
,
. ,
,
.
,
, - ,
,
, .
,
. ,
,
, , ,
EFS .
, ,

.
.
,
.
,
.

. ,
,
, ,
, EFS ,
.
,
, -

95

, . 4-4

.
, EFS

,
AAA.
EFS.

.
EKS , ,
. ,

EFS .

,
.
.

4-4

EFS
,

EFS

EFS
1

.,

, _ - - -
-

- - -.
EFS

96

4-5

--- EFS

'

97

:
, , - ,
. EFS
,
,
,
. ,
,
,
, , , ,
. , ,
.
,


, .
,
.
, EFS
, , ,
- - ,
- , -
, EFS
.
, -
--
,
)" ,

.

-
. -

98

,
, , 11 !'] . ,


.

, ,
, Samsung Electronics
2000 ,
-
.
.
. ,
,
.
,
, , , , 1, -
, .
,

-- .
,
.
Samsung Electronics
-
, 1998 Value Innovation Program (VIP)
Center ( - VIP-). VIP
. ,
.

, ,
-
. 2003
VI-

99

,
. , , LCD
TV 40- , 2002 ,

.
SGH -),
.
1999 Samsung Electronics

.
,
- .
, Samsung Electronics
,
,
7.
, -
,
?

?
?
, ,
- .

-- ()
,
,
. -
, ,
.
,

, .
,
. , -

100

.
.
.
- , , .
. -
. .
- .
,
, .
, .

.
,
,
-- ().

-, - ,
,
- ,
.
,
, .
,
. ,
,
,
.

, .

,
. , ,

.
,
,
. , ,
- .

101

,
, ;
. ,
,
.
,
,
CNN. ABC, CBS NBC -
- .


. .

.
- ,
.
, ,

. .
( 4-6) , 4-6

102

, , ,
,
.
, ,
, , ,

. , , ,

. ,
- ,

.

-
. ,
,
. ,
,
, ,
.
, ,
,
,
.
, ,

,
,
,
.
,
,

103

,
. ,
.
,
. -
,
, . ,
,
, .


.

? .

,
,
. :
?
:
. ,
.

,
.
,
.
. -

. ,

.
,
. ,
. -

106

,
.
,
. ,
, . ,
, ,
.

, .
Callaway Golf. ,
.

, Callaway ,
,
, .
, ,
, ;
, .
-
,

.
, , ,
.
Callaway ,
.
,
. .

, ,
. , ,
, ,
,
. :U4v.

, en .
! , -

107

. ,
,
.
, ,
, Callaway , ,
.
-

? ,
,
?
,

;
;
- .

, ,
,
,
.
,
.
,
.
. 5-1,

.
,
, .

. , ,
, ,
.

108

5-1

, , .
"-, , .
, .

,
. ,

, . Callaway,
, ,
, ,
.

.
.
, . - .
,
, .

 3d

109

, ,
,
. ,
. ,
.
, .

, .
, Pret A Manger, 1988
-, ,
,
. Pret
.
, .

.
.
, , .
,
. -
, .
.
,
: ,
, ,
.
,
, , Pret
.
. Pret
, ,
,
-. Pret
.
Pret? Pret A Manger,
, -.
, -

( 4-6 ),
, , *
.
- , , ,
. , (,
), . -
Pret , - ,
- . - .
, Pret A Manger
,
. -
-----
---,
, ,
, , .
, Pret
,
,
. , .

, Pret
, Pret , - .
, Callaway, ,
, Pret.
, ,
, .
*

. :
,
.
Pret A Manger
, ,
- . 2002
i 100 (160
). , McDonald's
.

111

,

? () , .
, .
,
, .

-., , ,
,

.
, KaicJCDecaux, ,
,
. 1964 , JCDecaux
,
,
. , ,
,
;
,
.

, .

, .

, ,
.
,
, ,
.

, JCDecaux ,

. , JCDecaux
,
-

112

,
, , .
[CDecaux ,
,
.
,
, .
(CDecaux , , ,
,
, ryu ,

.
.
JCDecanx
, .

, .
JCDecanx
.
,
,
.

. ,
, J CDecaux
- ,
.
JCDecaux
.

. ,
\ 1995 2000 60 ,
- 20 .

, JCDecaux

-.
-

 3J

11 *

.
40
- 14 18
.

. - JCDccaux

, .
JCDccaux
2 000
. ,
, , JODecaux

. ,
,
. ,
,
.
,
,
.
,
?
, .
, . ,
.

. ,

, . ,
-
.
, ,
.
, -

, ,
. ,
. , , ; ,
\ ,
- .
.
.
, 41

1. , 1993 , ,


-. ,
,
.
- , -
- ,

. -
, -.
< tpoiKHM . -
.

,
. Joint Strike
litrhie-i (JSF) *.
,

. ,

, .
JSF .
IK ex 1 , ,
.
. , \ -

115

- [ ) .

.
,
,
.
JSF ,

. ,
. :
. ,

, - ,
, ,
, ,
. ,

,
.
,
, , -,

: /
(/BBII) .

, ,
, .

, ,
-
, , -
-,
.
- ,
,
, ,

, . ,

116

-: -
,
, ,
. ,
, , .
|.SK
. '
, ' , . -

5-2

JSF
JSF
.

-BO:VW* -

/
/

--
--

--

|
,

.
,

117

, ,
11]>1" ,
,
. >-2,

, ;.
,
JSK ,
. ,
, .
.
, JSK
190 . . 33 . . .
JSF, F-35,
: 1;-22
(), AV-8BHarrier ( ) F-I8 ( ) .
5-3 . KaKjSK , -

5-3

J o i n t Strike Fighter (F-35) F-22 ()

BBC (F-22)

.
, ,
-
-
, ,
/,
,
, ,
. . ,

- ,
,
icporpaMMaJSF ,
.

, JSF
, . 2001
Lockheed Martin JSF
200 -
, - }' Boeing. JSK -35
2010 )'. ,
,
JSF F-35
, - - ,
4.

Hei ,
,
.
, ,
, ,
. , ci ,
,
* . ,

119

,
. -
.

,
. ,
. ,

,
, .
, ,

, ,
. , ,

.
,

. , ,
, , ,
- , , ,
,
,

.

. ,
.

-,
.

. ,
.
, .
- ,

.
:
.

,
.


, ,
-.

122

G-1,
:
, , .
6-1

;


-
''

,

?

-?
?

123

.
?
, ?
, , ,
, . .
, ,
.
,
: .
,
)'. :
,
? ,
. .
-
.
,
.
,
- .
, ,
? ,
- ,
? .
- ,
.
, ,
-,
.
-
,
.
,
, .
,
.
? ?

124

11L

( '

,
..
. - < , ,
, ,
I ( ' i pa icriin oi , 1
wp.nice.
,
1 ?
, ?
. .

i
.

,
.
Cl)-i Philips, ,

.
". CD-i
, , ,
- .
, ,
. ,
. 11 CD-i ,
.
, .
CD-i Philips (
Motorola, Iridium)
,
, ,
, .
, Philips Motorola,

.

125

, , , ,
, ,
, IV Starbucks, Cirque du Soleil, T h e H o m e
Dcpol, Souihwesi Airlines, [yellow tail] Ralph Lauren:
- .
, ,
, ,
,
-,
. , ,
.
, ,

-
.

(. 6-2).
, ,
,
, .

6-2

I-"

'

3.
4.
5
- -

126

COCTOMI i ,


, , > eBay,
1 Home Depot >
, i
, (> S

,
,

, ,
,

! ,
! ), ,

, ,
)'
,
,
)


-4 ,



, ,

, ,
-

 -$

, - i . - V '".

>

-^ V.. ."'.,. *

>

1 1

-" -- i

...,. .. > v c - I * *
,*

Cuk-feW'nAv-HS

""' !~

* ft"
1
0>.-iWin

1./.*

.....,-"'
i i g

I*JNW*RMHIMII
^''

-t
-
'
V..r~4oO
***1?**

.. i
11.. 1 [ - . - "
.- ' . * - . i. ^

4
ij-bve"iai

4|*'11* :- ,;\
v A > , e |11>-

miMvic!w<*w*.'ot>

(>*'

**"\ -''

*& /ipnf.10
|<'1"

""-

*ivvu*. >
PpMQMlP

-
; ' - ' .
*

11"''
v -!*>(

'""'"
H j i ' O ' V n i >?*1-->

.,,.,_

1<- *

: *
|

." 11.(.
* 0 " - > ' u - t . < - 1*

. ' , - . .

-*"'

--<-

OIJ*IIW"AII#IU

' * * '
. -

*'"
*

( > '
!**
, ** > ic

" " > " 1**

- M W * ' '

i v o

flDpn

.1

- "

28

OKLAHA

6-4

< -
7

<
7

"
7

, ,

(Model T) Ford ,
,


,





.

, , , , -

12

1 oi
i ( t
! cnei ),

, ,
,
.
1 - i

()

,
- ,
, - ,
,
, ,
, i ,

,
, , , ,
,
, ,

, ,
,

?
^
, , ,


,

130

or
,
,
,
. )
, -

: i
, .
,
.
. -,
, ,
. , ,
,
.
. ,
Windows XP Microsoft ,
CD-
. .
-,
,
. - eBay.
,
. ,
(network externalities),
: .
,
1 .

. ,
.
,
. , -
, ( IBM,

131

. ,
Nucoi,
.
, (
.
. , Virgin Atlantic Airways . Upper Class- -
,
, , -, -
,
Virgin.
, . ,
,
,
, .
- ,
. ,
, ,
. , Intel

,
, ,
- Curves -
, ,
, -,
Curves: ,
, ,
, ,
-, . ,
Curves,
. ,
.

. Curves, Starbucks
Southwest Airlines,
,
.
, ,
.

132

Lice , , ,
,
.
,
,
,
.
.
( / :
, ;
,
?
, .

6-5

*.

, ,

'

,
/

S5S.

133

-
,
, , , ,
.
(. 6-5).

:
,
,
. ,
. , -
, . 1
- ,
,
,
.
,
,
: , ,
, , , ,
.
, . ,
, ,
,
, ,
.
Ford
. ,
: .
:
, - .
, , ,
,
.
,
, .
, -

134

.
: . :
, , -
.
, , .
, Cirque
du Soleil
.
-
. '. ,
.
1* - ,
,
. , ,
, - ,
; .

,
, ,
( )
, (
).
,
6-5.

,

. ,
, .

. , Southwest Airlines
, 400
- 60
. -
,

.
(

135

, ),
.

,
,
,
.
. -
,
. - ; ,

. , Dyson,
,

1995 , ,
.

, .
- DuPoni Lycra -
, Philips - ALTO,
SAP - Bloomberg - .
, ,
, ,
. ,
,
. Southwest Airlines
,
,
- .
, ,

, :

.

.

.
,

.

, ,
it , , ,
, .

,
,

-
- (target costing) - -
-
-, .
,
, ,
,
.
,
, , ,
,
.
, - *
, , , .

,
, ,
. , Cirque du Soleil,

, Kord,
: .
,
, . ., ,
, l-'ord,
.
.

, < ,
, ,

, (
1 . Ford
,
.
, , Ford,
,
,
,
. , ,
.

,
. ,
, ,
- , :
-
? ,
,
?
, ,
T h e Home Depot, IKEA Wal-Mart - ,
, Southwest Airlines,
?
,
, ,
? ,
?

130

,
Swatch, , ,

. ,
, }-
,
Swatch.
( 1 )
. Swaich 40
-
, - (/

Swatch:
. ,
Swatch
, ,
. ! ,

.
, Swatch

. ,
i , Swaich
. .
,
. ,
; ,
.
Swatch 30
!0 .
,
, Swatch
, .
,
.

, , , -
* , -

139

, .
,
vuiyry .
, ,
.
, .
,
.
-
,
, ! .
,
IKEA .
,

.
IKEA,
,
.

SAP -
, Oracle, SAP
, ,
, Oracle,
SAP R/2 R/3. SAP
, Capgemitii's Acceniure,

,
Oracle
, SAP Capgemini Acceniure,
,
SAT .
, ,

. -

140

CO.-iAAHHL

. JUM ,
) ,
Henv; . ('
- MOIVT .
'. ,
) .
,
- . icon
,
.
SO .
,
,
? - .
Blockbuster ,
.
, .
,
Blockbuster
,
. IBM.
,
,
.
Blockbuster IBM,

.
.
N'etjets -,

, ,
. ,


-
- , ,
.

1 41

.
!
. ; Hewlett-Packard

.
, III1, ,
, . ,
, ,
.
. , ,
, ,
, .
(3-6 , ! i
,
. ,
, ,
. ,
, :

, - .
,
- ,
- -
. ,
,
.
- , , ,

.
-, ,
, - .


. ,
, , ,

,
.

142

6-6

JL-

1L

-^

SL

,
-
, .


,
: , . -

143

,
, ,
.

,
- , .
, Menill Lynch
,
14 ,
,
.
,
,
)- ,
. )' ,
,
, ,
. Merrill Lynch Morgan Stanley Dean Witter
& Co.
,
.
. ,
,
13 ,
.

-
,
, ,
, -
. SAP,
Accelerated SAP (ASAP),
,
. ASAP .
,

144

ASAP
,
SAP.

.
SAP ,
. \ ,
.
ASAP
, ,
. ,

,
-

,
,
.
. Monsanto,
.
,
, ,
Friends of the Earth Soil .Association.
,

.
Monsanto ,
.

,
.
, Monsanto

, ,
. Monsanto
, ,
, - Intel Inside -

145

-
.
, -
,
.
,
, .
:,
. ,
,
, . (

. 8.)

---,
,
. ()
(. 6-7).
6-7, CD-i Philips Iridium
Motorola ,
, .
Philips, CD-i,

, .
,
.
, ,
,
CD-L , , CD-i
.
- CD-i
, Philips
-
,

146

6-7

()
I

DoCoMo
i-mode Japan

Philips CO-i

Motorola

-
7

?

'5

1-

V-

Iridium

_|

i
j
i

'
1
i

,

j 7

, ,
, ,
,
. ,
.
Iridium
Motorola, - v:u . < )
) -
.
. Motorola

t . roro, Ekiii. , .
'^.. Motorola
*'1 *. ; -

14/

. , ,
- ,
.
, ,
DoCoMo i-mode. 1999 ,


, NTT DoCoMo,
, i-mode .
,
, ,
. ,
, , ,
,
-. i-mode
-
- - ,
.
i-mode ,
.
i-mode, , ,

. ,
- 100 300 (1-3 ),
,
.
, N T T
DoCoMo
,
. ,
.
,

i-mode,
,

.

148

,
,
.
,
. -, ' DoCoMo
- -
, .
-,
, i-rnocle
- ,
i-modc ,

. , -
,

. DoCoMo ,
,
Wireless Markup Language (WML) WAP i-mode
c-HTML,
. i-mode
-,
I i-mode
c-HTML , ,
. , NTT
DoCoMo
, Sun Microsystems, Microsoft
Symbian,
, .
i-mode
.
, .
, i-mode,
,
!
pet .
\
i-mode. ,
, NTT DoCoMo, -

149

venex i-mode.
i-mode
(.\(>-7) , , .

. 21,7 ,
130 .
2003 40,1 ,
, 295 (2.6
) >,3 (8 ).
DoCoMo - ,
.
, N'IT, ,
.
i-mode 1 ,
' ,
,
, ,

.
,
.
, ,
,
. ,
,
:
.
.

N*

>
.*

>

ft

' '

<*. i.
.->

Mi I

wv

&s

-,
. ',
. ,
, , -
, .

-.

.
.
, .
.
.

. ,
,
.
- ?

i 54

- . ,
, ,
.
,
.
.
. ,
,
? ,
1.
- .
: -
, \ .
']1
,
,
?[ .
)' :
,
.
,
.
, ,
.
,
, .


,
.

- (New York
Police Department - NYPD), 1990-
. 1994
-,
laucoft , .

155

1990- - .
. i iec-
, , .
- . .
. - ) ,
.
. New York Post : ,
-! - 1 .
, ,

,
- .
,
.
, NYPD
,
,
, ,
;
-; ,
, .
.
, NYPD
,
.
- - ,
.

-
. ,
,
. 1994
199G ,
: 39 ,
- 50 , - 35 .
: ,
, 37

->(,

7S . : i i BI (>
. , . , ,
to . I , 1 |\1 NYPD.
(\\ 1996
i .
, -,
t , ion. Line .
, . - \ ,
\ .
1 ,
.
, ,

i > , 7-1

0\

-,

.


,

.

1 57

" . :->
, ,
, , , ,
.
: OTCVICTBIIC
;
, ; ,
; ,

(, 7-1).

(Tipping points)2. ,
,

.
, .

, ,
, ,
. ,
,
,

.
,

, .
,
, :
-?
?
, ?

158

,
?
,
,
.
.
,
,
- .
.

,
.
, ,
,
:
:
.
, , .
,

. , ,
.
, . ,
, ,
.
, , ,
.
-
. ,
, ,
.
, ,
, ,
,
.

19

,
, .
, ,
, ,
:
.
,
,
: - .

,
. ,
, , ,
.
.
, ,
. ,
, -,
-*. ,
, ,
- , ,
, -
, ^.
.
- ,
.

,
, ,
.

-,
. ,
,
.
, ,
, , .

12-1872

160

,
.
. 1990- -
, ,
.
- . ?
3 .
, , .

.
,
,
. ?
. ,
- -
.
.
,
, ,
- : }'
.
, ,
,
.
.
, ,
- - .

, -.

.

. .
,
.
.
, -

161

,
.
, ,
- ( M a s s a c h u s e t t s Bay
Transportation Authority - ),
,
.
. ,
- ,
, ,
, -
,
.
,
, ,
.
, ,
.
, ,
. , ,
,
, .
. , ,

- ? ,
.

,
, ,
,
. .
, ,
,
? - ,
? ,

162

,
1970- 4,
(Symphony
Hall), (Christian Science
Mother Chinch) ,

: ,
. ,
, , ,
, . ,

,
: 911 ,
.
,
.
.

,
;
.
: , ,
, .

,
, *.
, .
,

, ?
, ( )
?

? (. . ?

162

,
(
,
- .
? -
.
-]- ,
-

, ,
,
.
,
? ,
,
.
,
, ,
, ,
, - .
, ,
,
,
. , , - ,
,
.
.
, ,
,
.
,
.
,
? ,
,
?
,

164

, .

.

-
,
, ,
. - (
) (
) , .
:
.

, .

,
,
. , ,
,
,
. , ,
,

, ,
,
.

. , ,
.

, NYPD.
, 5
.
, ,
NYPD
, , , -

1 65

. , 50
, - 70 ;
80 . , ,
, ,
, 5 NYPD,
. , ,

; ,

. ? ,
; modus operandi,
.

-
NVPD .
, ,
, .
?
.

, . -,
,
.
,
, -
.
.
. ,
, , ,

,
. ,
,
)7
.

.

166

,
, , .
. ,
, ,
,
.


,
.
,
, .
'1-, 1990
-,
( ,
-) .
, ,
, ,
. -
, ,
, . ,

.

.
,
.
, .
7-2 ,
,
. ,
,
. -

167

7-2

(


)

()

/,

,
,
,
.

,
, ,
. ,
,
.
.
-

168

.

,

,
. ,
< ,
, , ,
,
,
,
-
,

,
.
, .
'
? 1 ?
,
? ?
,
? ,
, ?

,
* , ,
,
.
, , ,
, , .

? -
, - -

16

, . ,
,
.
, ,
*
.
, <i
. A ecu ?
, oevntec i
,
. ,
,
: ,
.

,
. ,
,
.
, ,
. - ,
, ,
, ,
. :
, .
,
.
,

, .
, NYPD

. ?
. ,

, -

170

**: * .

^ !
- - *
xt , <>- -
-,
,
, . -
- ,
. . ,
, , ,
.-.. , or*
, .
MYPD
,
CorapStat (CompStaiComputcrized Sutfistlcs -
),
,
,
.
; ,
, ,
-. , . MS

,
,
, .
1-\
. 6
, ,
, ,
.


.

7 71

-
- ,
,
- .

,
,
.

,
- ,
.
,

. ,
;
.
-
,
.

,
.
, ,

.
, ,
,
,
.
NYPD
, .
.
,
;
,
.
, ,

/ J.

1*1)1 111 I I Hi

t, I I'ATEf

til |u ii Mio ' ! [ , ,

(.. ;-)> i ( , \ oi \, .
, ,
\ i )(|*! < i ,
/ , '1
uu- m m , . ( '] . 8.)

ftrrfxflre ,

i [ (
( ipajci . , ( ,
.
, ,
.
.-, -,
, . ,
,
< ?
. , ?
,
, . , NYPD
, -
, , .

.
,
. , .
-
: , .
,

: .'->
. ,


NYPI).
.-'
, ,
? ,
,
? ,
- ?
?
,
?

? ? .

.
.
,
,
, (. 6 ,
.) ,

- , - ,
,
, .
,
:
,
(consiglierc - ) .
, . -,
. -
,

, ,
, .

-

,
, , , .,
, - .
,
, - . ,
- ,
,
. NYPD
( 1).
,
NYPD,
, , .
,
, .
, ,
-
NYPD - ,
.
.

,
:
* , ? ?
- ?
, ?
? ?
.
. , ,
, - , , -

. . .
,
. ,
.

- . ,
. ,
,

, . ,
, -
, , -

, , ,
. .
, ,
:
,
ire . ,
.
, -
,
.
,
, ,
- -
, . :
. : .
, , -
,
. , ,
-
,
, ,
. .
, ,
; , , ,

76

,
.
,
, .
v - -
-,
? ,
, ?
,
?
" ,
. ?

7-3,
.
,
, - ,
Moiyr .
, , .
,
: , ,
.
,
,
.

,
. , '- , ,
* .
, ' , .
.
. 1 . ,

77

7-3

,
,

, ,
,
, - "- .

.
.
, ,
,
, ,
,
.
,
.

- -
. -
, ,
.

,
.

.
, .

:
.
,
- , . ,
,
,

.

180

,
.
, ,
. : ?

? ?

,
. ,
, ,
, ,

. ,
, - .
:
,

. ,
,
,
. ,
,
,
.
,

.
,
,

.
,
, .

 npoue<:ca

181

,

. Lubber.
, ,
,
.
.
, ,
,
.
, ,
Lubber.
. Lubber
, ,
, .
. Lubber
,
10 ,
50 . ,
,
.
Lubber, ,

, .
,
, .
,
; .
, .


,
.

.
- .

182

,-,
-
.
,
,
. .
, ,

,

.

?

?
.
-,
. (John W. TibauL) (Lawrence Walker).
70- XX
,
1.
, ,
, .
, ,
, .


-.
-
.
, ,
.
,
. ;^
)- .
- ,
, , -

183

8-1

" ,
*

.
,
- , -
3. 8-1 -
,
, .

: (Engagement),
(Explanation) (Expectation). \\ -

184

01

, -
,
.

, .
,
.
.

.
, ,
,
.
,
, ,
. 11 ,
, ,
,
.
,
. ,
, .
,
.
, ,

.
? ?
? , ,
, ,
, .
, ,
,
.
DAfccre,
. ,
.

185

?
- , Klco.
1980- , ,
.
CIUA 20 .
Elco
, ,
.

, ,
,
.

.
, - , , ,
.
Elco
, -.
.
-,
.
,
. ,
. Elco
-, ,
, ,
. ,
, , ,
. -.
.
.
.

.
. ,
; Elco.

186

, -,
,
. ,
. ,
, ,

, .
I [ ,
, -
Elco
. -,
,
.
, Elco
- .
,

.
. )',
,
- , -
. ,
. ,
. , ,
, , -
.
.
Elco,
- ,
.
. ,
, ,
, . ,
. Fie
, - . ,
-
! : ,
, .
.

 npouecca

187

,
,
' . ,

. Elco
.
, ,

, ,
.
,
, ,
,
. -

. ,
,
. ,
,
,
.
, .
, ,
,

.
- .
, ,
: .
, ,
. ,
, , ,
.
, ,
,
,
, . .
, ,
, -

188

.
.

)'.
- ,
, ;

.
.
- ,
, , ,
: . ,
.
.

, ,
, . ,
-
, ' ,
. -

.
-, ,
.
,
. ,
,
-


. ,
,
. ,

.
,
.
, -

189

,
. .


, , ,
,
Llco
.
, ,
.
1
. ,
,
.
,
,
,
. ,
,
, ,
.

?

? ,

)' ?

.

,
, , )'
,
.
, ,
, ,
-

190

.
, ,
,
" - ,

,

.

,
, .

, ; ,

,
. ,
,

.
(Frederick Herzberg), ,
, ,
,

-1.
,

, }'
.
, ,
, :
!
. -

91

" J L 1 -

.
, ,
, ;
,
. ,
.
: - ,
!
,
,! ,
;
, ,
Kico.

, ,
-
,
. ,
.
. 8-2
- .

8-2

4-1872

192

, -
. .
, .
,
.
,
,
,
. ,
,

, - .
,
. ,
,
,
.
.
, , :
,
.
, .
,

. , , -
- .
,
. ,
, .

.
,
. ,
, ,
-

 ^^ c ^ ^ ^ ^ l

_ _ _

- - -"- -*~ - " *

^- ,

. ^ . - " ^ ^ " ^
^ ^ ^ ^ 0
0 " "
,., 6 ; 1 , *
3^^^^.-,)^1
; . >
0
> ^ , *
,
<

. - ^" ^
, . ^
, .
, -

-
, .
,
,
. : ( ) ?
,
?
,
,
. , :
?

.

196

. ,
.
- : lirque
du Solcil, Southwest Airlines, Federal Express, T h e Home Depot,
Bloomberg CNN.
,
:

,
. ,
CNN, N , CBS ABC
,
. CNN
^Chicken Noodle News ( ). ,
, .

. , ,
The Body Shop, ,

,
,
-.

, .
,
Kinepolis - ,
,
. ,
Kinepolis,
.

,
, ,

197

, .

, Wal-Mart, ,

.

-
eBay, . ,
, - eBay,
,
, , ,
,

-,
, -

. , , Southwest Airlines
-
,

,
, , -
,
.
,
,
. ,
,
,
. , Microsoft
Quicken -
Intuit. -
, Microsoft .
9-1 ,
. , .

198

9-1

:
1
.

.
: - .
-.

- ^, .
- .
, -
.
, ,
,
.

, .
,
,

. - .

.
, ,
.
.
, ,
. ,
,
. ,
.

199

,
.
, ,
, . ,
,
, .
,
,
.
, ,
.
,


/ .
,
, .
,
, .

, .
.

. ,
,
,
, , .
, ,
,
, T h e Body Shop
.
,
.
, !"]-1 i<> [yellow Mil].

, - .
Casella Wines
, < -

,
.

,
- , ,
,
. ,
.
, -
. ,
, }':

, .
, ,
, ,
,
.
, ,
. ,
, ,
,
.

,
-
, ,
-
,
. ,
, .
,
.
,
.

,
.
* .
,
.
. ,
, .

202

,
.

, ,
,
.
. -
. ,

,
.
* ,
01, ,


, , , ,
.
,
.
,
, 1.

, ,
.

.
,
. ,
,
, .

- , ,
.

;

.

__

203

,
.
, .

1893 ,

.
.

.
.
,
. - 1500
,
. , . -
,

, .
, , ,
, :
, ...
2. Literary Digest ,

; , , , ,
, ,
4.
,
. . .

1908 )-, , .
,
. ()
, , , -

204

. ,
. 1908
50 , ,
. 1909 G09, 1924 - 290
1. , ,
- ,
- 400 . 1909
: , Ford -
.
Ford -.

, ,
-
, -
,

60 -''.
Ford , .
.
Ford 9 1908 )' 61
1921, 1923
6. Ford
, .
, , ,
.

1924 ,
.
)- (General Motors - GM)
,
.
,
, GM
-
,
, ,
-7.

205

Ford " 1 - , GM
, , .
GM caMhix ,
.
,
. ,
.
GM
. 1926 1950 ,
,
, a GM 20 50 ,
Ford 50 20 4 .
,

, .
GM, Ford
Chrysler,

, ,
.

,
. 90
. .

. 1970-
-
.
, -
, ,
,
,
- .
1970- , ,

, Honda, Toyota Nissan

206

( DaCiim).
. ,
, .
gpyi
,
, , ,
.

, :

.
-
; 1980 4
1". Chrysler, -
,
.

,
;


.

Chrysler
1084 .
, , Chrysler
,
.
, ,
,
- -,
, , ,
.
, .
Chrysler-K,
, .
Chrysler , .

207

Foul GM
, ,
,
Clnyslei . [1 ('.hvyilcr
.
Chrysler 1,5
190811.
)"()^1).\111()(>,
SL'V (.sport uiilhy vehicle), |) 1090-
(.'hry.sler .
,

.
,
- ,


,
. 1998
(, )
7,5 , 8,2
1 2 .
- , GM Chrysler
.

. ;
Ford
, 1-*. I [
,
,
.
.
,
.

. , Ford
,

15-1872

208

,
.

,
.
1890 ,
(Herman Hollerith),
, ,
.
, .

Tabulating Machine Company (TMC),

.
:
- , .
,
, ,
.
,
-
- . * ,
, 1911
CTR.

1914 CTR
. , CTR
(Thomas Watson),
National Cash Register Company.
, ,

. , ,
,
.


,
, -
.
OTR
, ,
, .
,
,

.

-
. ,


. ,
CTR ,
.
1 ' 1 .
1920- CTR 85
. 1924 ,
,
International Business Machines . (
), IBM. .

SO - 1952 . R e m i n g t o n R a n d
UNIVAC -
. UNTVAC'a.
, IBM -
, - -
,
. - ,
, IBM .
1953 IBM IBM 650,
, . , ,
,
,
, , I B M

210

J11M ii50 4 , UNIVAC,

200 0(H) , UNIVAC
. J 950- IBM 8>
, . 1952
1959 , 4 12
1,16 .
IBM 1904 ,
System /360,
, ,
.
. , 19119
, IBM . ,
,
. IBM
.
. IBM
, ,
.

(-70-
. IBM, Digital Equipment Corporation (DEC), Sperry
, ,
,
,
. 1978 ,
- ,
-, Apple Computer, Inc.
,
Apple II.
, Apple
.
Micro Instrumentation and Telemetry Systems (MITS) Altaic
8800. ]! Altair
, business Week MITS IBM
.
MITS . ?
, , 256

____

^_^____

_21]

, .
,
,
. ,

. , )' ,
Digital Equipment, : -
,
Apple II
.
, Apple II

,
. Apple II . or
-, , , Apple
Writer VisiCalc,
.
Apple .

, ; . -
. .
Apple II
Apple 200 000 .
Fortune -
1'1. 19) 724 000
, 1,8 '"
,
, 1.4
.'* 18.
I [ . IBM ,
,
. 1982
, , i
. ^ , XIH
. IBM

. *

212

1 4 . IBM 200 000
() - , ;
198.4 \,3
IBM 3 ".

- Compaq
[ 1 ,
,
, , ,
. IBM
, , - ,
HP, DEC Sequent,
, - ,
,
.
,
,
.
,

,

-.
1992 Compaq
-, ProSignis,
,

.

, SCO UNIX OS/2 DOS,
. -

, , -
, . Compaq,

. ProSignia
-

213

.
3,8 - 1 .

Dell
1990- Del] (Dell Computer Corporation)
. .
, ,

. Dell,
,
.
, Dell 40 ,
IBM, .
, Dell
. ,
Dell ,
. ,

.
Dell
.
Dell
; 5,3
1995 35,5 2003 .
2
30 --.
,

,
, .
IBM 650 - Compaq
. , ,
- CTR, IBM, Compaq -
, , Apple Dell.

)',
.

214

, .
1893 ,
- .
.
,
-.

, .
- .

.
, ,
,
.
,
.

. 1905
( ) .
. ,

. ,
.
, ,
, , ,
.
12 ,
- .
2 , 50 . .
.
.
,
,
. .

215

5 (
-, ).
,
- ,
.
,
-
. ,
, ,
, .
,
. 1907 Saturday Evening Post
,
21.
. 1914 '-'.
.

-
1914 , ,
(Samuel Rothapfel)

- CLUA - (Palace
Theater).
,
. ,
, -
,
. , -,

-
. .
- .
1914 1922 -
. , ,
, , .
, " . ..

216

, ... [] -
. -
,

, -''.
1940- , ,
, ,
,
, ,
-. ,
,
,
-.
,
. , -
,
.
, i ix
. ,
, . -
, .

. 1963
(Stan Durwood) ,
. 1920 -
,
,
, .
.
, ;
-
,
,
. American Multi-Cinema, Inc.
(AM)
.
.

217

, 1980- ,
, .
, ,
,
,
.
:
.
-
,
.
.
1995 ,
. .
,
, (;
),
. ,
,
. ,
, ,
, ;
,
.
,
, ,
.
1990-
8,8 , .
- ,
, - ,
1990-, - *3. 1995
2001 1,26
1,49 . 15
, 38
.

218

,
Mei
, 2000 i

TOI uai

\
, or
,
,
Palace Thcateis ,
,
, , i *

) !
, ,

,

,
,
^

! ,
, ,
,

irei ,
!

, ,
,

,



1
-- ,

, ,
, , ,
2
,
, -
*


(Joseph A Schumpeter), , ,
,
1 ,

U0

' .
, , .
i .
Me UIK ' ,
,
,
'', ( ' ,
-
-

. , ,
- .
;
.
,
' . , . ,

. , ,


.
- .
( )
, .
,

. ,

, ,
. >
,
.
, , ,
.

221

,

,
. ,
, ,

, 7.
.

,
,
. ,
, .

. ,
, ,

. , -
, . is ,
. , ,
,
-
.
,
-
,
,
8.
,
,

, .
,
. ,
. ,
.

, , .

222

.
, ,
Cirque du Soieil, " , ,
1
' . ,
.
Cirque du Soieil ,
, -
,
.
,
.
, . .
, ,
,
. , ,
, ,
.
. . Cirque du Soieil

,
. ,
, ,
- - .

,
,
.

. ,
,
.

. ,

,
,
.
, ,
,
, , ,
1.
,
.
-1,
, D1
D2. , Swatch,
1 2,

I6-U72

224

-1

. Q1 Q2
.
- ,
LRAC1
LRAC2
, . ,
,
- axb eyf.
, abed efgh.



. ,
,
, .
,
, .

225

-
,
. -, ,
. ,
, . tio-,
-

.
, ,
1
?2 .
Q1 Q2.
, R,
.
,
C*R+D . li
,
,
V). ,
.

-2

: 1 2
: Q2
:
C+R+D
: R

: D

01

02

226

, ,
- .

, , ,
.
,
,
, ,
,
. ,
. ,
, .

1
1. ,
, . Harrison . White (1981)
Jose Jose Antonio Rosa (19%).
2. Gary Hamel .. Prahalad (1994), James Moore (1996)
, ,
- ,
.
3. , Michael Porter (1980, 1985)
,
. . Paul Auerbah (1988) George S. Day . (1997).
4. ., , Hamel Piahalad (1994).
5. . Standard Industrial Classification Manual (1987) North American
industry Classification System (1988).
6. .
7.
Carl von
Clauscwitz(1993).
8. . Richard A. D'Aveni Robert Gunther
(1995).
9.
. Kenichi Ohmae (1990,1995, 1995b).

228

HI (2002).
11. ., , icus and Market Facts (20(11).
12. T I M .
Ki.Thomas J. L'eiers i: Robert H. WaieiUiau Jr. (1982). Jim Collins
|cm Poius (1991) .
14. KiclwidT, l o c a l e ().
If). RKII.IKI roster and Sai ah Kaplan (2001).
16. IVin DrncLei (I 8:">) ,
, , .
17. Kim (i997a, 1971>, 1997) , i

, \ . ,
, ,
, . Gary Ilamel (1998) vuepen.
\\ ,
> -
. (2000), ,
, , .
18.
, ,
. , ,
, 2 . . ,
, ,
f < .
, ,

, , ,
. , , i , , ,
\1 .
,
- ,
.
19. , ,
, . Gerard J. Tellis Peter N. Colder (2092).
. ! , , 90
! .


20. , ;- , .,
, Charles W.L. Hill (I9H8), R.E. White (1 ).
21.
. Porter (1980. 5).
'-" Porter <1980) i
.
22. , <
,
, .
23. , , . Pol lei
(J996). , , ,
.
2-1. . , ,
, .
25. oranJoe.S. Hain. <1. Bain { I UoO,
1959).
2n. , ,
. Steve[1 Schnaafs (14), , MCTH;I, ,
, Chris Zook (2004) ,

.
27. Inga S. ftaird Howard Tomas (1990) , ,
.

2
1. - , . ,
.
, ,
,
. ,
.
. , 3 5 .

3
1. Netjets (2004).
2. J.Balmer(200l).

2'.

3, Available online at ht[p://www.marquisjei.com/\'s/^"scomm-btnil.

4, KmHerbst(2(m).
5, .

4
1. >|) . Henry Mini/' (I99-1).
'J. , 0*
) : (1,000
/). (100 000). (100 ()()()), (! 000 000). (10
0(H)). :. N'oneninmders (1998).
. A.D. Baddely (1990). J. Larkin ..Simon 987),
. Lester (2000) E.R. Tuite (1982).
3. .
L. Bor/ak (19HI) D.A. Kolb (1983).
4. ,
, . 3.
5. . 5.
. . 3,
7.

. Korea Economic Daily (2004).

5
1. . (1996), James Fallows
(2002) John Bidder el al.(2001).
2. (1993).
3. JSF . Bill Breen (2002). Fallows
(2002), - (2001), David H. Freed man (2002), Nova
(2003) (2002).
.

JSF F-35 2010 , ,

.
, -
JSF.
, -
,
, , . ,
Lockheed Martin ,
,
JSF F-35. ,
, . .

231

6
1. Rohllls (197*1) ,
. . / Shapiro
(1994).
2. . Kenneth J. Arrow (1952) Raul Romet (1990). ,

,
.
,
,
. ,
,
.
3. . Ford Moioi Company (192-1) William). Abemathy Kenneth Wayne
(197-1).
?
2. "lipping points
1*157 , Morton Grodzins (I957),
,
Thomas Schelling( 1978). Malcolm Gladwcll
The Tipping Point (2000)
.
5. . James Q. Wilson George L.
Kelling (1982).
8
2. , Tom R. Tyler . Allan Lind,

.
. .. Lind T.R. Tyler (1988).
. . . O'Reilly J. Chatman
(1986), D. Katz (1964) P.M. Blau (1964).
4. . v F. Herzberg (1966).

232

1. . Joseph . Schumpeier
(11)34, )).
2. Ntw Yoi k Times (1906).
3. Literary Digest (1899).
4. Biuce McCaUey (2002).
5. William J. Abcrnuthyand Kenneth Wayne (1974).
5. Antique Autumobole Club ol" America (2002).
7. Allied l> Sloan (1965): 150.
8. Mariana Ma//.ucato and Willi Semtnlcr (1998).
9. Lawrence J. While (1971).
10. Economist (1981).
1 LSaiurlioonAhn (2f)02).
12. Waller Adams and James W. Brock (2002) Table 5.1, Figure 5-1: 116-117.
13. Andrew Haigadon (20O3):43.
14. International Business Machines (2002).
15. Regis McKeima (1989).
16. A+ Magazine (1987): 48-49; Fortune (1982).
17. OtioFreidrich (198S).
18. ' .
19. IBM , Apple {1 ">>5
1 20(1 ), , Apple, .
20. History of Computing Project ( 28 2002. >
2 1 . Financial Times (1999).
2 2 . Hoovers Online (2004).
23. Digital History (2004).
24. Screen Source (2002).
25. , 1924 ,
; 28 , 19 , 19 - , 15
- . 10 (R.
Koszarski, 1990). 24 , 1922 ,
,
; , (
). ,
. 192(5
( )
. - ,

2.IJ

. , , ,
' H:I
, ((
it ( ).

1. . .
.* . Genua (Joe S. Bain) |-- .
, ! . . . Hani ( ',
1959)
2. EM.Scherer ]!
,
" .
ySclierer (1970).
3. ' .
5.
6. *
. Paul Romer (1990, 1994) CM. Grossman . Helpman (1995).
7. . > ler (1980, 1 985,
1996).

1. . Paul Romer (1986)
W.. Arthur (19%)

+Magazine. 1987. Back In Time. February, 4849.

Abernsuhy, William J., and Kenneth Wayne. 1974. Limits to the Learning Curee.
Harwd Business Revic*' 52,109-120.
Adams. Walter, and James W. Brock. 2001. The Structure of American Industry:
10th edition. Princeton, NJ: Prentice Hall.
Ahn, Sanghoon. 2002. .Competition. Innovation, and Productivity Growth: A
Review of Theory and Evidence. OECD Working Paper 20.
Andrews. Kenneth R. 1971. The Concept of Corporate Stmegy. Homewood, IL
Irwin.
Ansoff, H. Igor. 1965. Corporate Strategy: An AnahticApproach to Business
for Growth and Expansion. New York: McGraw Hill.
Antique Automobile Club of America. 2002. Automate History-A Chronolopcal
History, <http://www.aaca.org/history>. Accessed 18June 2002.
Arrow, Kenneth J. 1962. Economic Welfare and the Allocation ofResources for
Inventions, in The Rate and Direction of Inventive Activity, edited by R. R.
Nelson. Princeton. NJ: Princeton University Press. 609-626.
Arthur. W. B. 1996. Increasing Returns and the New World of Busmess.
Hanvrd Business Review 74. July-August. 100-109.
Auerbach. Paul. 1988, Competition: The Economics of Mustnal Change.
Cambridge: Basil Blackwell.

2 Jo

Uaddch \ . |{.// Weimwi: iVicon ;md iVaeffCe, Ncedhani Heights, VIA:

AlhuX LV.uon
liam.JocS. |'~1 H,nticisi<X<-ii Conipctifiim: TheirCJmr.ictei ,md Consequences
tn Mniiii.u tilting Industries. Camln 1. MA: l l a n a u : L-uivcrsUy Press
Bam. Joe s . od. U. Inihi4ii.il Oig.ini/.uioii. New York: Wiley.
Hand, Inii.i v. and I hmaul Ihojil.is. 19CJ0. -What Is Risk Anyway? l-Miigand
McisuiTH^ Risk ill Su.iu-- Management, in Risk. StiategY, and Management,
edited! Ritluid A. Item's and Howard Thomas, Greenwich, ; )1 Piess Inc.
Halmo.) 2(101, rile New Jel Sei Barren's 19, November.
Ben is. Richard A - and Howatd Thomas, eds. 1990. Risk, Si hit cg\; and Management.
ClieenuK h, CT: [AI Pi ess Inc.
linkkn,) .et al. 2001. ^Assessing Competitive St rarefies foi lliejoiiu Strike Fighter
t >ppouumiies and Opiums. Santa Monica, : Rand Corporation.
Klau. . . 1(. Exchange and Power in Social Life. New York; Wiley.
Iloi /a k. I... ed. i UN 1. Field Studx: A Source Book for Expcriciui.il Learning. Beverly
Hills.CA: Sage Publication**.
Kuril, Kill. 2002. -High Slakes, Big Bets. Fast Company April.
Chanel lei. All i ed. 1962. Stiategy nod Structure: Chapters in the History of die.
Industrial Enterprise. Cambridge. MA:The MIT Press.
(.In iMensen. Clayton M. 1997. 77K* Innovator's Dilemma: When New Technologies'
Caused Great Firms to Fail. Boston: Harvard Business School Press.
Collins. Jim, and Jerry Poms, 1994. Built to Last. New York; Harper Business.
Committee on Defense Manufacturing in 21)10 and Beyond. 1996. Defense Man
uthcturing in '2010 unci lieyond. Washington, DC: National Academy Press.
Copernicus and Market Facts. 2001. The Conmioditization of Brands and Its
//////
D'Aveni. Richard A., and Robert Cumber. 1995. Hxpercompetitive Rivalries:
Compering in Highly Dynamic Environments. New York: Free Press.
Dav, George S.. and David J. Reibstein, with Robert Gunther, eds. 1997. Wharton
on Dynamic Competitive Strateg\: New York: John Wiley.
Depart mem of Defense Press Conference. 1993. DOD Bottom Up Review.
Router's Transcript Report, 1 September.
Digital History. 2004. Chronology of Film History. <htt.p://www.digital history.
uh.edu/histoiAonUne/tUni_chron.cnn>. Accessed 4 February 2004.
Diucker, Peter F. 1985. Innovation and Entreprcneurship: Practice and Principles.
London: William Heineinatm
. 12, Managing for the Future: The 1990s and Beyond New York:
I Hilton.
I'Xornnnist. 2000. Apocalypse Now-. 13 January.
. 11. Detroit Moves the Metal". 15 August.

2 3 7

.2001. A New Orbit. 12 July.

Fallows, James. 2002. Uncle Sam Buys an Airplane. Atlantic Momhly,$um.
Federation of Atomic Scientists. 2001. -V-ffi Joint Strike Fighter. < h t t p : / /
\v^-w^a.4.org/man/flod-101/sys/ar/t:35.htm>. Accessed 21 October 2002.
Financial Times. . Compaq Si ays Top of Server Table-. 3 February.
Ford Motor Company. 1924. Factory tea from Ford. Detroit.
Famine. 1982. Fortune Double 500. June.
Foster, Richard, and Sarah Kaplan. 2001. Creative Destruction. New York;
Doubleday.
Freedman, David H. 2002. Inside the Joint Strike Fighter. Business 2.0,
February.
Fried rich. Otto. 1983. 1982 Person of the Year: The Personal Computer. Time,
<http://www'.tinw.'.c()m/time/poy2l)00/archive/iy82.html>. Accessed
50 June 2002. Gladwdb Malcom. 2000. The Tipping Point: How Little Things
dm Make a Big Difference. New York: Little Rrown & Company.
Grodzins, Morton. 1957. Metropolitan Segregation. Scientific American
197, October.
Grossman, G..M., and E. Helpman. 1995. Innovation andGrowth. Cambridge, MA:
The MIT Press.
Hamel, Gary, and K. Pralialad. 1994. Competing for the Future. Boston:
Harvard Business School Press.
Hamel, Gary. 1998. Opinion: Strategy Innovation and the Quest for Value.
MIT Sloan Management Review 39, no. 2,8.
. 2000. Leading the Revolution. Boston: Harvard Business School Press.
Hargadon, Andrew. 2003. How Breakthroughs Happen. Boston: Harvard
Business School Press. Herbst, Kris. 2002, Enabling the Poor to Build Housing:
Cemex Combines Profit and Social Development. Changemakers Journal,
September/October.
Herzberg, F. 1966. WorkandtheNature ofMan. Cleveland, O H : World Publishing.
Hill, Charles W. I,. 1988. Differentiation versus Low Cost or Differentiation a n d
Low Cost. Academy of Management Review 13, July, 401-412.
Hindle, T. 1994. Field Guide to Strategy: Boston: The Economist Books.
History of Computing Project. Univao. <http://wwv.ihocp.net/hardware/
univac.htm >. Accessed 28June 2002.
Hofer, Charles W., and Dan Schendcl. 1978. Strategy Formulation: Analytical
Concepts. St. Paul, MN: West Publishing.
Hoovers Online, <http://www.hoovers.com/>. Accessed 14 March 2003,
International Business Machines. 2002. IBM Highlights: 1885-1969. <htip://
www-l.ibm.coni/ibm/history/documents/pdf/1885-1969.pdf>. Accessed 23
May 2002.

23fl

Kanioi. Rosabel h Moss.

1983.

the American Corporation,

Tile Change Musters: Innovation tor productivity in

New York: Simon & Schuster.

Kat/. D. . The Motivaiional basis ot'Organizational Behavior". HehnviontlScience

SMiU-Hli.

Kai/. Michael, a n d Carl Shapiro. 1994. Systems Competition and Network Kilecis.
Journalof Economic Veispeetives 8,

no, 2.93-115.

Kim. W. Chan, a n d Renee Maiiboigiu:. . Procedural Justice, Attitudes and

Subsidiary Top Management Compliance with Multinational's Corporate
r

Strategic Decision?.. The Academy <>l Management JournalM, it". 3.f>(J2-.>26.

. HHHi. -Pioceduial Justice a n d Manager's ln-role and Extra-role Behavior.
Management Science

12, April. 499-5 l"i.

. 1997a. "Value Innovation: T h e Straiegu bogie of High Growth. Harvard

Business Review75, Jamiary-r'cbruaiy. 102-1 \"2.
. 1997b. -On the inside Track, financial Times, 7 April.
. 1997c "When "Competitive Advantage" Neither. WailStreetJournal
21 April.
. 19974. Fair 1'roce.s.v Managing in t h e Knowledge Economy. Harvard
Business Review 75, Julv-August.
. 1998. -Procedural Justice, Strategic Decision Making and the Knowledge
e c o n o m y . Strategic Management Journal, April.
. 1999a. "Creating New Market Space. Harvard Business Review 77.
January-February, 83-93.
. 1999b. "Strategy. Value Innovation, and the Knowledge Economy. Sloan
Management Revien 40, no. 3, Spring.
. 20(H). -Knowing a Winning Business Idea When You See One. Harvard
Business Review lb, September-October,

129-141.

. 2092. Charting Your Company's Future. Harvard Business Review , J u n e ,

76-85.
. 2 0 0 3 . Tipping Votnt leadership. Harvard Business Review HI, April, 6(1-69.
Kolb, D. A, 1983. Experiential Learning: Experience as the Source of Learning and
Development. New York: Prentice Hall Press.
Korea Economic Daily 2004.20,22,27 April; 4,6 May.
Kos/arski, R. 1990. ,An Evening's Entertainment: The Age of the Silent Feature
Picture, 1915-1928. New York: Scribnerand Sons.
Kulm. Thomas S. 1996. The Structure of Scientific Revolutions. Chicago: University
of Chicago Press,
U r k i n , J., and 11. Simon. 1987. Why a Diagram Is (Sometimes) Worth 10,000
Words. Cognitive Science 4,317-345.
Ledoux, Joseph.

1998.

The Emotional Brain: The Mysterious Underpinnings of

Emotional Life. New Yoik: Simon & Schu>ter.

239

Lester, . 2000, Visual Communication Images with Messages. Second edition.

Be I mom, A: Wadswortli Publishing Company.
I-ind. LI. A., and T. R. Tyler. 1988. Tlie Social Psychology ofProcedure[Justice. Xew
York: Plenum Press.
Uteraiv Digest. 1899.14 October,
Maikides. Consiamiuos 1997. Straiegic Innovation". Sloan Management
Review. Spring, Ma/zucato, Mariana, and Willi Semmler. 1998. -<ivfarke( Share
Inslabilily an<l Slock Price Volaiiliiy during the Industry Life-cycle: US
Automobile Industry. Journal Evolutionary Economics 8. no. 1,1!).
McOilev Bruce. 2 . Model T Ford Encyclopedia, Model TFord Club of
Micrica, jMay <hp://\n\'\vumlCii.com/cncyclo/index.htm>. Accessed IX
Mav 2002.
r

MeKennu, Regis. 9 . Who's Afraid of Big Blue? New York: Addison-We.slev

Mini/berg, H. 11194. The Rise and fall of Strategic Planning; Reconceiving
Roles tor Planning, Plans, and Planners. New York; Free Press.
Mint/berg, H., B. Aiilsirand. and J. Lampel. 1998. Strategy Safari: A Guided
Tour through the Wilds of Strategic Management New York: Prentice Hall.
Mi , James F. 1996. The Death of Competition: Leadership and Strategy in
the Age ol business Ecosystems. New York: HarpcrBusinesy
Mori IN, J. S., ct al. 1998. Conscious and Unconscious Emotional Learning in the
Human Amygdala. Nature 393.4t>7470.
Neijeis. 2004. The Buyers Guide to Fractional Aircraft Ownership. <hitp: /,
www,lietjeLs.com>. Accessed 8 May 2004.
New Yin Post. 1990. -Dave Do Something. 7 September.
.Veu York Times. 1906. Motorists Don't Make Socialists, They Say*. -1 March. 12.
NoiTctninders, T. 1998. The User Illusion: Cutting Consciousness Down To Size,
New York: Penguin Press Science. North American Industry Classification System:
United States 1997.1998. Lanham. VA: Bernan Press.
.Vow. 2003. -Battle of the X-PIanes, PBS. 4 February:
Olunae. KcnichL 1982. The Mind of the Strategist: The Art of Japanese Business.
New York; McGiaw-.
. 1990. The Borderless World: Power and Strategy-in the Interlinked
Economy, New York: Harper Business.
. 1995a. End of the Nation State: The Rise of Regional Economies. Neu York:
HarperCollins.
Ohmae, Kenichi, ed. 1995b. The Evolving Global Economy: Making Sense the
New World Order. Boston: Harvard Business School Press.
O'Reillv, C, and J. Quitman. 1986. Organization Commitment and Psvcholtigfcal
Attachmem: The EHects of Compliance Identification, and Imernaiioiuh/aHon
on Prosocial Behavior. Journal ot Applied Psychology-71,-192499.

240

Pascaie, Richard . 1990. Managing on the Edge. New York: Simon & Schuster.
Peters Thomas J., and Robert H. Waterman Jr. 1982. In Search of Excellence:
Lessons (mm America's Best-Run Companies. New York: Warner Books.
Phelps, Kli/aheth A., et al. 2001. Activation of the Left Amygdala to a Cognitive
Representation of Fear. Nature Neuroscience 4, April, 437-441.
Porac, Joseph, and Jose .Antonio Rosa. 199fi. Rivalry, Industry Models, and ihc
Cognitive Embeddedness of the Comparable Firm. Advances in Strategic
Management 13,363-388.
Poller, Michael. E. 1980. Competitive Strategy. New York: Free Press.
. 1985. Competitive Advantage. New York: Free Press.
. 1996. What Is Strategy? Harvard Business Review 74, November-December.
Prahalad, C.K., a n d Gary Hamel. 1990. The Core Competence of the Corporation.
Harvanl Business Review68, no. 3,79-91.
Roblfs, Jeffrey. 1974. AThcory of Interdependent Demand for a Communications
Service. BellJournal of Economics 5, no. 1,16-37.
Romer, Paul M. 1986. Increasing Returns and Long-Run Growth. Journal of
Political Economy 94, October, 1002-1037.
-. 1990. Kndogenous Technological Change. Journal of Political Economy9St
October, S71-S102.
. 1994. The Origins of Endogenous Growth. Journal of Economic Perspectives
8, Winter, 3-22.
Schelling, Thomas 1978. Micromotives and Macrobehavior. New York:
W.W.Norton and Co.
Scherer, F. M. 1970. Industrial Market Structure and Economic Performance,
Chicago: Rand McNally.
. 1984. innovation and Growth: Schumpeterian Perspectives. Cambridge, MA:
The MIT Press.
Schnaare, Steven P. 1994. Managing Imitation Strategies: How Later Entrants Seize
Markets from Pioneers. New York: Free Press.
Schumpeter, Joseph A. 1934. The Theory of Economic Development. Cambridge,
MA: Harvard University Press.
. 1975 (originally published 1942). Capitalism, Socialism and Democracy. New
York: Harper.
Screen Source. 2002. US Movie Theater Facts, <http://www.amug.org/ -scrnsre/
theaterjacts.htmb. Accessed 20 August 2002.
Sloan, Alfred. 1965. My Years with General Motors. London: Sidgwick & Jackson.
Standard Industrial Classification Manual. 1987. Paramus, NJ: Prentice Hall
Information Services.
Tellis. G., and P. Golden 2002. Will and Vision, New York: McGraw Hill.
Thibauli, J., and L.Walker. 1975. Procedural Justice: Psychological Analysis.

241

Hillsdale, NJ: Erlbaum.

Tufte, Ii. R. 1982. TSe Visual Display of'Quantitative Information, Chcshm-. t : I .
Graphics Press.
United Nations Statistics Division. 2002. ThePopufanwiaijrf -. Report
United Stales Air Force. 2002. JSF Program WhitepapeN, <http.
Accessed 21 November 2003.
von Clausewitz, Carl 199S. On War. Edited and translated h\ Michael .iul and
Peter Paret. New York: Knopf,
von Hippel, Eric. 1988. The.Sourcesoi Jnnovajio/i. N'ew York: (Ktoiri l -
Press.
White, Harrison 1981. -Where Do Markets Come from?- Amerutm JittniLttot
Sociology 87.517-547.
While, Lawrence J. 1971. The Automotive Industry after 194X Camhnd$r. M \
Harvard University Press.
White, R. E. 1986. Generic Business Strategies. Organizational Context aiui
Performance: An Empirical Investigation-. Strategic Management Journal t
217-231.
Wilson, James Q., and George L. Kelling. 1982. .Broken Windows-.

\tUntu

Monthly, March, vol. 249, no. 3,29.

Zook, Chris. 2004. Beyond the Core: Expand Your Market Without \hilittomiu
Your Roots. Boston: Harvard Business School Press.


. 189
8800/
ALTO, 155
American Multi-Cinema, Inc. (AMC),
21(>-218
Apple Computer, Inc., 78-80, 210-211
Barnes & Noble,70
Beikshire Hathaway, 50
Blockbuster, 140
Bloomberg, 64-65, 135
The Bodv Shop, 71. 196, 199
Bin den.,'70
Callaway Golf, 100-107
Canon, 65
Capgemini, 139
Casella Wines, 28-35, 199
CD-i. 124,145-149
Cemex, 73-7-5
Champion enterprises, 61
Charles Schwab, 76
Cirque du Soleil, 3-4, 154, 222
Cisco Systems, 80
CXK, 80, 101. 196
Compaq, 10, 212-213
CTR. 208-209
Curves, 515-60, 131
Dei! Computer Corporation, 212
Digital Equipment Corporation
(DEC), 210
Direct Line Group, 76
DoCoMo, 53-56, 147-149
DuPont, 135
Dyson. 70, 135
eBay. 130, 197
Elco, 185-189
European Financial Services (EPS). 86
Economist Intelligence Unit, 69

HBO, SO
Hewlett-Packard (HP), 10, 141
Home Depot, the, 55. 125-125, 137,
196
Honda, 205
IBM, 209-212
IKEA, 137,139
Intuit, 55,197
iPod, 78-80
Iridium, 124, 145-146
i'Junes, 78-80
JGDecaux, 111-113
Kinepolis.91
Lexus, 60
Litemy Digest, 203
Massachusetts Bay Transportation
Authority (MBTA), 161
Merrill Lynch, 143
Micro Instrumentation and Telemetry
Systems (MITS), 210
Microsoft, 130, 148,197
Monsanto, 144
Morgan Stanley Dean Witter & Co.,
143-144
Motorola Iridium, 124, 145-147
, 78-79
NABI, 66-70
National Cash Register Company, 208
N'etjets, 50-53, 140
New York Past, 155
Nissan, 205
North America Industry Classification
Standard (NAICS), 6
Novo Norclisk, 62-64
NTT DoCoMo, 53-55, 147-149
Oracle, 139
Patrimonii) Hoy, , 74