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"Literature is strewn with the wreckage of those who have minded beyond reason the opinion of others."
- Virginia Woolf
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ZIN Product Number: 10013790
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| | | |  | | | Product Details
 Format: Hardcover, 256 pages
Publisher: McGraw-Hill Professional
ISBN: 007137549X
Release Date: Jan 8, 1997
| |  | | | In Brief
Everybody knows that it's the market pioneers who have the best name recognition, the highest market share, and the most enduring market leadership....right? In order to test the truth of the perceived wisdom on being first to market, Gerard Tellis and Peter Golder carried out an in-depth historical analysis of various markets, as they evolved, over the past decade.
Among other things, they found that, not only does being first not guarantee anything, but that the current trend of staking everything on getting there first all too often leads companies to embrace a disastrous strategy of rushing to market with incomplete, inferior, and flawed products. With the help of numerous fascinating case histories chronicling the success and failures at industry giants, including Xerox, Gillette, Microsoft, Matsushita, and Intel, Tellis and Golder explore the ways in which being first to market is often more a curse than a blessing. They isolate the 5 key principles that ensure enduring market leadership-vision of the mass market, managerial persistence, relentless innovation, financial commitment, and asset leverage.
| | | | From The Publisher
These examples and dozens more like them prove that, contrary to popular wisdom, being first to market guarantees nothing -- not name recognition, not market share, and certainly not long-term market leadership.
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| | | |  | | | | Foreword | | | Preface | | | Acknowledgments | | | 1 | Are Pioneers Really Blessed? | 1 | | 2 | Learning from History | 24 | | 3 | Facts about Pioneers and Real Causes of Enduring Leadership | 40 | | 4 | Envisioning the Mass Market | 57 | | 5 | Uniqueness of Vision | 82 | | 6 | Persisting - Against All Odds | 105 | | 7 | The Need for Relentless Innovation | 137 | | 8 | Organizing for Innovation | 158 | | 9 | Raising and Committing Financial Resources | 182 | | 10 | Leveraging Assets Despite Uncertainty | 213 | | 11 | Assessing the New Thesis | 256 | | App. 1: The Historical Method | 275 | | App. 2: Key Firms and Dates in Samples Studied | 288 | | Endnotes | 293 | | Bibliography | 315 | | Index | 331 |
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| | | | | | Keywords
Marketing, United States, Brand name products, Business / Economics / Finance, Business & Economics, Leadership, Marketing - General, Entrepreneurship, Marketing - Research
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