Глава 10

1. В отдельных случаях сильные стороны производства, продаж и дистрибуции также могут быть перенесены относительно легко. Например, Coca-Cola и Anheuser- Busch умело использовали свои сильные качества, а равно и сильные брэнды, при относительно позднем, но успешном выводе, соответственно, Diet Coke и Bud Light. Однако, как мы увидим дальше, во многих других случаях те же самые активы не столь легко могут быть перенесены в новую категорию и должны рассматриваться как специализированные активы.

2. Rajesh Chandy and Gerard J. Tellis, "Organizing for Radical Product Innovation", Journal of Marketing Research, 35:474-487 (November 1998).

3. Leah Nathans Spiro and Linda Himelstein, "With the World Wide Web, Who Needs Wall Street", Business Week, Apr. 29, 1996, p. 120.

4. Beth Healy, "Battle of the Brokers Heats Up", The Boston Globe, Apr. 2, 2000, p. K7.

1. Spiro and Himelstein, op. cit.

2. Rebecca McReynolds, "Doing It the Schwab Way", US Banker, July 1998, p. 47.

3. Erick Schonfeld, "Schwab Puts It All Online", Fortune, Dec. 7, 1998, pp. 94-96.

4. Ibid.

5. Другие источники: Ameritrade Web site, www.ameritrade.com; Stephen P. Bradley and Takia Mahmood, "Retail Financial Services in 1998: Charles Schwab", Harvard Business School Case 9-799-052 (1998); Robert A. Burgelman and Jeff Maggioncalda, "The Charles Schwab Corporation in 1996", Stanford University Graduate School of Business Case SM- 35 (1996); Gaston F. Ceron, "Online Brokers Are Expected to Post Weakened Results", The Wall Street Journal, Jan. 16, 2001; Charles Schwab Web site, www.schwab.com; E*trade Web site, www.etrade.com; Saroja Girishankar, "Schwab Makes the Trade-Migrating Millions of Customers and Huge Legacy Systems to the Web Was an Eye-Opener for Precocious Charles Schwab", Internetweek, May 25,1998, p. 30; John Gorham, "Charles Schwab Version 4.0", Forbes, Jan. 8, 2001, p. 88; Linda Himelstein, "Schwab Is Fighting on Three Fronts", Business Week, Mar. 10, 1997, p. 94.

10. Douglas K. Smith, and Robert C. Alexander, Fumbling the Future, William Morrow, New York, 1988, p. 183.

11. Tekla S. Perry and Paul Wallich, "Inside the PARC: The 'Information Architects,'" IEEE Spectrum, 22(10): 54-76 (October 1985).

12. Ibid.

13. Smith and Alexander, op. cit.

14. В 1981-м Xerox наконец представила интегрированную офисную компью­ терную систему Star. Она была создана на базе Alto и поставлялась в сетевом варианте, с графическим интерфейсом, мышкой, текстовым процессоров и лазерным принтером. Однако она появилась слишком поздно и по слишком высокой для того момента цене в $16595. В это время специальные устройства для обработки текстов стоили вполовину меньше, а недорогие персональные компьютеры стоили дешевле $3000. В очередной раз продукт Xerox проиграл в цене.

15. Michael Hiltzik, Dealers of Lightning: Xerox PARC and the Dawn of the Computer Age, HarperBusiness/HarperCollins, New York, 1999, p. 359.

16. Другие источники: "A Market Mostly for the Giants", Business Week, June 30,1975, pp. 71—80; "Why Xerox's Money Machine Slows Down", Business Week, Apr. 5, 1976, p. 60; "The New Lean, Mean Xerox", Business Week, Oct. 12, 1981, pp. 126-132; "Xerox's Bid to Be No. 1 in Offices", Business Week, June 22, 1981, pp. 77-78; Susan Chace, "Xerox Introduces an office System for Nontypists", The Wall Street Journal, Apr. 28,1981, p. 4; Robert X. Cringley, Accidental Empires, Addison-Wesley, Reading, MA, 1993; "Two Men & an Idea", Forbes, Sept. 15, 1962, p. 17; "Xerox: The McColough Era", Forbes, July 1, 1969, pp. 24-32 (innovation and asset leverage); Jacob E. Goldman, "Innovation in Large Firms", in Richard S. Rosenbloom, ed., Research in Technological Innovation, Management and Policy, vol. 2, JAI Press, Greenwich, CT, 1985, pp 1-10; Hiltzik, op. cit.; Michael A. Hiltzik, "Fans Celebrate Fallen Xerox Star", The Los Angeles Times, June 22, 1998; Gary Jacobson and John Hillkirk, Xerox: American Samurai, Macmillan, New York, 1986; Jeff Johnson and Teresa L. Roberts, "The Xerox 'Star': A Retrospective", IEEE Computer, September 1989; David T. Kearns and David A. Nadler, Prophets in the Dark, Harper Business, New York, 1992; Peter Kilborn, "Can Xerox Copy Itself?" The New York Times, Dec. 1, 1974; Roger Lowenstein, "History of Xerox Is a Cautionary Tale for Netscape", The Salt Lake Tribune, Aug. 18, 1995, p. B10; George E. Pake, "Research at

Xerox PARC: A Founder's Assessment", IEEE Spectrum, 22, (10) 54-61 (1985); George E. Pake, "From Research to Innovation at Xerox: A Manager's Principles and Some Examples", in R. S. Rosenbloom, ed., Research on Technological Innovation, Management and Policy, vol. 3, JAI Press, Greenwich, CT, 1986, pp. 1-32; Perry and Wallich, op. cit.; Andrew Pollack, "Xerox Stalks the Automated Office", The New York Times, May 3, 1981, section 3, p. 4; Joel Shurkin, Engines of the Mind: The Evolution of the Computer from Mainframes to Microprocessors, Norton, New York, 1996; Smith and Alexander, op. cit.; Gene Smith, "A Series of Promotions to the Top Post", The New York Times, May 26, 1968; Chuck Thacker, "Personal Distributed Computing: The Alto and Ethernet Hardware", in Edele Goldberg, ed., A History of Personal Workstations, ACM Press, New York, 1988, pp. 267-335; Bro Utall "Xerox Is Trying Too Hard", Fortune, Mar. 13, 1978, pp. 84—94; An Wang and Eugene Linden, Lesons: An Autobiography, Addison-Wesley, Reading, MA, 1986. Joseph C. Wilson, "The Product Nobody Wanted", Nation's Business, February 1969, pp. 67-70.

17. William Gates, "The Internet Tidal Wave", http://www.microsoft.com/presspass/trial/ mswitness/maritz/rnaritz_full.asp (1995).

18. Jim Clark and Owen Edwards, Netscape Time: The Making of the Billion Dollar Start-Up That Took on Microsoft, St. Martin's Press, New York, 1999, p. 59.

19. Mark Evans, "Fight to Finish: Microsoft, Netscape Step Up Race for Control of Internet Software Market", The Financial Post, Mar. 14, 1996, p. 8.

20. Charles Williford and Dan Moore, "Will Microsoft Catch Netscape?" Computerworld, vol. 29, April 1996, p. 81.

21. Gates, op. cit.

22. William Gates, http://www.microsoft.com/BillGates/speeches/12-7-95 (1995).

23. David B. Yoffie, "Microsoft Goes Online: MSN 1996", Harvard Business School Publishing case, 9-798-019, Boston, Nov. 24, 1997.

24. Robert X. Cringley, "Triumph of the Nerds", http://www.pbs.org/nerds/ transcript.html (1996).

25. Ibid.

26. Paul Carroll, Big Blues: The Unmaking of IBM, Crown Publishers, New York, 1993, p. 1.

27. "Personal Computers: And the Winner Is IBM", Business Week, Oct. 3, 1983, p. 86.

28. James Chposky and Ted Leonsis, Blue Logic: The People, Power and Politics behind the IBM Personal Computer, Facts on File, New York, 1988, pp. 62-63.

29. "Personal Computers: And the Winner Is IBM", op. cit.

3O.Michael W. Miller, "IBM's Watson Offers Personal View of the Company's Recent Difficulties", The Wall Street Journal, Dec. 21,1992, p. A3. Другие источники: "Microcomputers Catch on Fast", Business Week, July 12, 1976, p. 50; "Computer Stores", Business Week, Sept. 28, 1981, pp. 76-80; "Personal Computers: And the Winner Is IBM", op. cit., pp. 76-95; Jim Carlton, "They Could Have Been a Contender", Wired, November 1997, pp. 122—149; Jim Carlton, "Popularity of Some Computers Means Buyers Must Wait", The Wall Street Journal, Oct. 21, 1993, p. Bl; Carroll, op. cit.; Paul Carroll, "The Day Bill Gates Overthrew Big Blue", The Wall Street Journal, Aug. 16, 1993, pp. 16, Bl, B3; Paul E. Ceruzzi, A History of Modern Computing, MIT Press, Cambridge, MA, 1999; Cringley, op. cit.; Robert X. Cringley, Accidental Empires, Addison-Wesley, Reading, MA, 1993. David S. Evans, Albert Nichols, and Bernard Reddy, "The Rise and Fall of Leaders in Personal Computer Software", National Economic

Research Associates, Cambridge, MA, Jan. 7, 1999; 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, in Amar Gupta and Hoormin D. Toong, eds., "The First Decade of Personal Computers", Insights into Personal Computers, IEEE Press, New York, 1985; John B. Judis, "Innovation, a Casualty at IBM", The Wall Street Journal, Oct. 17, 1991, p. A23; Dennis Kneale, "IBM Earnings Increased 23% in 1st Quarter", The Wall Street Journal, Apr. 13, 1984, p. 1; Mitchell Lynch, "Investors Buying Nautilus for Shares in Apple Are Told to Watch for a Worm, "The Wall Street Journal, Oct. 8, 1980, p. 10; Michael J. Miller and Laurence Hooper, "Signing Off", The Wall Street Journal, Jan. 27,1993; Michael W. Miller, "IBM's Watson Offers Personal View of the Company's Recent Difficulties", The Wall Street Journal, Dec. 21, 1992, p. A3; 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.; Joel N. Shurkin, Engines of the Mind: A History of the Computer, Norton, New York, 1984; "The Third Age(A Survey of the Computer Industry)", The Economist, Sept. 17, 1994, p. C3; Don E. Waldman, "The Rise and Fall of IBM", in David I. Rosenbaum, ed., Market Dominance: How Firms Gain, Hold or Lose It and the Impact on Economic Performance, Praeger, Westport, CT, 1998, pp. 131-152; Kathleen K. Wiegner, "Tomorrow Has Arrived", Forbes, Feb. 15, 1982, pp. 111-119; Grant F. Winthrop, "Whom the Apples Fell On", Fortune, Jan. 12, 1981, p. 68.