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1. "Study: Majority of 25 Leaders in 1923 Still on Top", Advertising Age, Sept. 19, 1983; p. 32. Joe S. Bain, Barriers to New Competition, Cambridge, Harvard University Press, 1956; Frank M. Bass and T. L. Pilon, "A Stochastic Brand Choice Framework for Econometric Modeling of Time Series Market Share Behavior", Journal of Marketing Research, 17:486—497 (1980); Gregory S. Carpenter and Kent Nakamoto, "Consumer Preference Formation and Pioneering Advantage", Journal of Marketing Research, 26:285-298 (August 1989); Marnik G. DeKimpeand Dominique M. Hanssens, "Empirical Generalizations About Market Evolution and Stationarity", Marketing Science, 14 (Number 3, Part 2 of 2):G109-G121 (1995); Andrew S. С Ehrenberg, Repeat Buying: Facts, Theory and Data, 2d ed., New York, Oxford University Press, 1988; Andrew S. C. Ehrenberg, "New Brands and the Existing Market", Journal of the Market Research Society, 33:285-299 (1991); Philip Kotler, Marketing Management: Analysis, Planning, Implementation, and Control, 9th ed., Prentice-Hall, Upper Saddle River, NJ, 1997; Rajiv Lai and V. Padmanabhan, "Competitive Response and Equilibria", Marketing Science, 14(Number 3, Part 2 of 2):G101-G108 (1995).

2. Andrew S. Grove, Only the Paranoid Survive: How to Exploit the Crisis Points That Challenge Every Company and Career, Currency/Doubleday/Bantam Doubleday Dell Publishing Group, New York, 1996, p. 51.

3. Источники: Derek F. Abell and John S. Hammond, Strategic Market Planning: Problems and Analytical Approaches, Prentice-Hall, Englewood Cliffs, NJ, 1979; Gregory S. Carpenter and Kent Nakamoto, "Consumer Preference Formation and Pioneering Advantage", Journal of Marketing Research, 26:285-298 (1989); Alfred D. Chandler, "The Enduring Logic of Industrial Success", Harvard Business Review, 68:131-139 (March-April 1990); Robert G.

Cooper, "The Dimensions of Industrial New Product Success and Failure", Journal of Marketing, 43:93-103 (1979); George S. Day and Jonathan S. Freeman, "Burnout or Fadeout: The Risks of Early Entry into High Technology Markets", in Michael W. Lawless and Luis R. Gomez-Mejia, eds., Strategic Management in High Technology Firms, JAI Press, Greenwich, CT, 1990, pp. 43-65; George S. Day, Allan D. Shocker, and Rajendra K. Srivastava, "Customer-Oriented Approaches to Identifying Product-Markets", Journal of Marketing, 43:8-19 (Fall 1979); R. J. Gilbert and D. M. G. Newberry, "Preemptive Patenting and the Persistence of Monopoly", American Economic Review, 72:514—526 (June 1982); A. Glazer, "The Advantages of Being First", American Economic Review, 75:473—480 (June 1985); J. L. Guasch and A. Weiss, "Adverse Selection of Markets and the Advantages of Being Late", Quarterly Journal of Economics, АЬЪ— 466 (May 1980); Fahri Karakaya and Michael J. Stahl, "Barriers to Entry and Market Entry Decisions in Consumer and Industrial Goods Markets", Journal of Marketing, 53:80—91 (April 1989); W. J. Lane, "Product Differentiation in a Market with Endogenous Sequential Entry", Bell Journal of Economics, 11:237-260 (Spring 1980); Marvin B. Lieberman and David B. Montgomery, "First-Mover Advantages", Strategic Management Journal, 9:41—58 (1988); Barbara Loken and James Ward, "Alternative Approaches to Understanding the Determinants of Typicality", Journal of Consumer Research, 17:111-126 (September 1990); E. Prescott and M. Visscher, "Sequential Location among Firms with Foresight", Bell Journal of Economics, 8: 378-393 (1977); S. Ratneshwar and Allan D. Shocker, "Substitution in Use and the Role of Usage Context in Product Category Structures", Journal of Marketing Research, 28:281-295 (August 1991); F. M. Scherer, "Editorial: Post-Patent Barriers toEntrym the Pharmaceutical Industry", Journal of Health Economics, 4:83-87 (March 1985); Richard Schmalensee, "Entry Deterrence in the Ready to Eat Breakfast Cereal Industry", Bell Journal of Economics, 9:305-327 (Autumn 1978); Richard Schmalensee, "Product Differentiation Advantages of Pioneering Brands", American Economic Review, 72:349-365 (June 1982); M. Spence, "The Learning Curve and Competition", Bell Journal of Economics, 12:49-70 (1981); M. Spence, "Entry, Capacity, Investment, and Oligopolistic Pricing", Bell Journal of Economics, 8:534-544 (1977); Mita Sujan and James R. Bettman, "The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights from Schema Research", Journal of Marketing Research, 26:454-467 (November 1989).

4. Al Ries and Jack Trout, The 22 Immutable taws of Marketing, Harper Collins, New York, 1993, p. 4.

5. Gregory S. Carpenter and Kent Nakamoto, op. cit., p. 286.

6. Источники: Frank H. Alpert, Michael A. Kamins, and John L. Graham, "An Examination of Reseller Buyer Attitudes toward Order of Brand Entry", Journal of Marketing, 56:25-37 (July 1992); R. S. Bond and D. F. Lean, "Sales, Promotion, and Product Differentiation in Two Prescription Drug Markets, "U.S. Federal Trade Commission, 1977; Robert D. Buzzell and Bradley T. Gale, The PIMS Principles: Linking Strategy to Performance, Free Press, New York, 1987; 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); Fahri Karakaya and Michael J. Stahl, "Barriers to Entry and Market Entry Decisions in Consumer and Industrial Goods Markets", Journal of Marketing, 53:80-91 (April 1989); Mary Lambkin, "Order of Entry and Performance in New Markets", Strategic Management Journal, 9:127—140 (Summer 1988); Mary Lambkin and George S. Day, "Evolutionary Processes in Competitive Markets: beyond the Product Life Cycle", Journal of Marketing, 53:4-20

(July 1989); W. J. Lane, "Product Differentiation in a Market with Endogenous Sequential Entry", Bell Journal of Economics, 11:237-260 (1980); Gary L. Lilien and Eunsang Yoon, "The Timing of Competitive Market Entry: An Exploratory Study of New Industrial Products", Management Science, 36:568-585 (May 1990); Michael J. Moore, William Boulding, and Ronald C. Goodstein, "Pioneering and Market Share: Is Entry Time Endogenous and Does It Matter?" Journal of Marketing Research, 28:97-104 (February 1991); Mark Parry and Frank M. Bass, /'When to Lead or Follow? It Depends", Marketing Letters, 1:187-198 (November 1990); William T. Robinson and Claes Fornell, "Sources of Market Pioneer Advantage in Consumer Goods Industries", Journal of Marketing Research, 22:305—317 (August 1985); William T. Robinson, "Sources of Market Pioneer Advantages: The Case of Industrial Goods Industries", Journal of Marketing Research, 25:87-94 (February 1988); Steven P. Schnaars, "When Entering Growth Markets, Are Pioneers Better Than Poachers?" Business Horizons, vol. 29, March-April, 1986, pp. 27-36; Mary Sullivan, "Brand Extension and Order of Entry", Marketing Science Institute Working Paper, Report No. 91-105, Marketing Science Institute, Boston, 1991; Glen L. Urban, Theresa Carter, Steven Gaskin, and Zof ia Mucha, "Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications", Management Science, 32:645-659 (June 1986); Ira T. Whitten, "Brand Performance in the Cigarette Industry and the Advantages of Early Entry", U.S. Federal Trade Commission, 1979; George S. Yip, Barriers to Entry, Lexington Books, D. С Heath, Lexington, MA, 1982.

7. Ries and Trout, op. cit, p. 2.

7. Например, см. Phillip Robinson, "HP LaserJet 4 Introduces a New World of Printing", Austin American-Statesman, Dec. 28, 1992, p. E2.

8. Stephen Roberts, "Early Laser Printer Development", http://www.printer-works.com/ Catalogs/CX-Catalog/CX-HP Laserjet-History.html and personal correspondence (1994).

10. "Will Microsoft Catch Netscape?" Computer world Apr. 29, 1996, pp. 80-81.

11. Например, см. Sandra Jones, "Net Browser Spyglass Plans 2-for-l StockSplit", Chicago Sun-Times, Nov. 29, 1995, p. 69.

12. "Mosaic Quest Closes in Redmond Original", Computer Business Review, Feb. 1,1997.

13. Tim Berners-Lee, "Spinning the Web: A Place for Everything, and Everything on the Web?" Data Communications, Oct. 21, 1997, p. 48; Hal Berghel, "Who Won the Mosaic War?" ACM, 41 (10):13-16, (1998).

14. Психологи также описывают схожую проблему, которая возникает, когда руководителей просят описать свои личные качества. Респонденты склонны перувели- чивать свои положительные черты и скрывать отрицательные. Это явление получило название синдрома положительной самооценки.

15. Procter & Gamble, Annual Report, 1977.