Will and vision
How latecomers grow to dominate markets
Gerard J Tellis, Peter N Golder
Résumé
The revolutionary study that debunks the myth of pioneering advantage and reveals the real drivers of enduring market leadership.
Gillette entered the safety razor market decades after it began but has dominated it ever since.
Microsoft dominates many markets but has pioneered none.
Amazon is the dominant but not the first Internet bookseller.
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 notlong-term market leadership. The extensively researched and thoroughly readable Will & Vision discovers five key principles that are the true drivers of enduring market leadership:
- Vision of the mass market
- Managerial persistence
- Relentless innovation
- Financial commitment
- Asset leverage
Influential 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 written as close as possible to when events actually occurred—show how the five key drivers 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 important—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.
"I didn't know enough to quit. I was a dreamer who believed in the 'gold at the foot of the rainbow' promise, and continued in the path where the wise ones feared to tread . . .And that is the reason, the only reason, why there is a Gillette today."—King Gillette
Based on over a decade of in-depth research—drawn from hundreds of books and thousands of articles—Will & Vision presents an unbiased portrait of the true causes of enduring market leadership. And whether for photographic paper in the nineteenth century or online stock trading in the twenty-first, the answers it provides are surprising, historically substantiated, and thoroughly convincing.
Table of Contents
| 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 |
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Mc Graw Hill |
| Auteur(s) | Gerard J Tellis, Peter N Golder |
| Parution | 30/10/2001 |
| Nb. de pages | 342 |
| Couverture | Relié |
| Intérieur | Noir et Blanc |
| EAN13 | 9780071375498 |
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