Din

Bun. DING Strong brands

li, Theodore Li-'vitts classic nrLiclei "Militating Myopia," llttntifd lirttineix /fcj'ifff (Jnlv--i\iiUiist tifflU): 45-56,

13. Jeffrey IL Ravpori and Btfnnid J. e - Co mntetc$(Nc ivYork:

H. I^orler. C&ntpctiliiv Strategy, cli, 7.

ISi William 1L Rothschild, Htitt'ta Gain (and Maintain) the QnnptiMve Admntage i^e™ York: MCCreiv-i I ill I 989), eh. 5.

Hi. Michael i :. forter, Co mij rl i >i> Sfmipgi' {N ew Yi> i k: The Free Press, ]3Bfl).ch.7,

17. Amy lliiui:ti,',Htfiihty'(]am!y is Diiidy, But,..". BiwiriessWeei;, September 29, 2003, pp, 68-63.

i b. < hitpijf/wvqv.siarbucks,rotn/aboilitusiDuervicroasp^,

19. Brian Vfansink. "Can PackagesiJtc AccelerateOsage Vol urn er JOarttOl tfMarketing SO (July 19£t&): 1-11.

20. Elimtatli Jensen."WineGets a Makeover: A (lothplex Zini.mdel ttcceint'-H ;i Power 7.iiiT VtfiffSpeer Jon MM, October 14, 199?, pp. A ], A6.

21. jdjin 11 Cripps, "i liritristics and Blasts lp TimingIhe Replacegtaii <if Durable t'roitticrs," Journal of Consumer Research 21

t September 1934): 304-314

22. "business Ikibbles," The Lcouumist. OiLober 12. 201)2.

2'i. Carla liii[j(]]M>n, "Vbu Can Mate Mflfccy in Japan," lornitte, February 12, ]9<K>, pp. 05 92; Keith IL I hmimonds, "A Moment Kodak Wam-s io Capture" BntinessWrek, August 27.1990, pp, .12-53: Alison Kahcy, "Wtanoid, Kodak, l-iiji lift Clicking." Advertising Age. May 20. L99I, ¡i. l(t: Peter Multy, "The New Look of Photography," Fcrtiuif, July I- 1931. pp. 36-41.

24. Unite Upbin, 'Sharpening the Claws,- Forbes, juiy 26, iggjjj pjl 102-105,

25. Akio Morita, M(ide In Japan (NewYork: Dliuoii. titHG), ctv J.

2l>. Jonathan Glantcy, "Thfl Private Wisrlil of the Wfelkman," The

Guardian, CHJober 11.1993.

21. "L In: intensified coinpetiikm that niki:*; plictivwldrtklL his Spiirkt-d i n^nagenKni intercut in models & military warfare; see ¡Sum Tsu, The Art c/IVar/Londort: Oxford University i'rcmi. (»(33); Mivamoto Muihiihi, A Boe^ftfFitff Ritt^ Htfsodsntck, NV: Overlook Press, tt)74); Cart voo Qsustivitc, On tifor (London: Ktwlkdgc Hi Kegafi Paut ISOfl): E!. FH. Uddell-I tart. Strategy (N'eiv York: I'muger, 1967).

2(1, These six defense strategies, as vHI ¡is tin.- live attack: Strategies, are taken from Philip Etolernnil ftavi Singh "Market iris WfcTf&re in the iSabs,'Journal qf Business StnttegylWlmM lewt); lhhi. 1'or additional moding, sec Gerald A Mtchaelsou. Winning lite Marketing IWrrA Fitfti Manual fur ttusiness Ltoderi ¡ijiihnin, MttAbt jiiink^. 190?); AL Bles and Jack I rout, Marketing Watfore (New York; N'cw American Miliary. ISflti); Jay Conrad Mnrinson. Guerrilla Marketing (Bosinn: t Jonfillton-Mi ffli n O».. t eiim ]; Barrie (I. Jzimei, Business U'ijijfijij^s (11 a r nipJl djivo f i ] i , liu^hunlr Ffngufii Books,

29. Ilorler. CtmifH'liliiv Slntli-)^'. tli. 4. JaitlL't-fj I'iiltjllii Jiiltt [JiiVid W. Slewart, 'Signalhig itnitegli^ in dbmpel it tve interact ion: Ihtildini; Reputations and Htding theTnith." jbitmal of Marketing fteSAtort-li (Mirnary 2001 >: (32-74

30, Jehosliuq ^shber^andTlitt^ias S. Robcrt;;nn, "Ketv nradiuct Preanrioiwiring Ittita^ior: A Marker M^oaim^ Si ndy." fottwttl of Marketing Resaamlt S3 (Au^n^r I Mi!): 2H2-2H2; Roger |. Calantone and kirn E Schalxe). "Strategic l^relcllin^:

CojnmunfcatiA^r-Uased Antecedents^a Finn's Pro]wnsity to Pn;3tt|iouncc," Journal of Marketing 54 (January 2000)^ l7-;t{)-

31, 'IhoatasS, Robertson, lehoshua Eiihihlui;;. andTalia ttynron. "E^v Product Aiinouin eciient MîjîiihlIs and Irtcumbcnl Eteacii(»ns." Journal Iff Market ingW (July ISSFIS): 1-1 s,

32, iSarn-].. Bayu$. S&njay lain. and^mbàrG. tîiin, "T'nith or Consequences: An Analysts of\^ponvflre .iwi Xcw I'tnidnci ArtiKJeneemcnts, Itnmtal of Marketing Research :sst ircbntary 2001): 3-13.

33, Charles liiiddiiit, "FedEn riiiiniiiR oji (.iround," irisJjtiiiU'iifci December 16,2002. pp. L26-I28; Kevin kellcher, "Why Fed Es isûainjtig Ground," Bfi'aesi2d. (Jctntier 2110.1, pp. rhs-o7,

34, (.îL-rr>' Kermolicli, "Splkib^lhe lionne Ihisiaess." BdiifiiessU'eei; May 19. 2003, |i|i- 77-7B.

35, l'hilijï Voiler and Paul N, ISloom. ",MraiLi;Les Tor E liji Mnrkt-t-Share Copiipanies," Harmed Business Review (Novenib#r-Deeeml>er I97.î): tni~72. Also see Porter, CjnyipeMhv Advantage, pp. 221-22(3.

SC. I™"t'einoiviiK."Mchv Miller CI:t)GJve$ Agencies^Chîtiti;; Rillon, U'ieden Cl-i Opiioriiiiiity to Drive Brands," AdvertisingAgp, April 12,1999.

37. Thomas Bonoma and Eïr lice- II. Clark, Marketing Performance Assessment (t!os,tnn: Harvard HusinessSehnnl ['ress, 1988): Roliert si l;¡iv, A leitsuriiig ami { ¡titling f Customer Relationships \ t .h >ndei 1: Business Itittllifgcref, tM!)).

38. Robert t). Hbiuvll and Fmjçriek D. Alerscma.'iifcces.Hhil Share-IhiildiiiK si raLenie.s." Harvard Business Resi~etn( Ianuary-Feiiruary I9HIJ: 135-144.

39. Ho I ten |. t>L)l;i1l. "Models QfCiMtipcllHon: A Review oi'llierin" jrid kinpirical livldeace," in itenlcnrnfMarketfitg.edited ijy Nt. iruisariii Kenneth J. KoL'rin;; (Chicago: Affiprican Madteting AsvftfiatioiV 19151), pp 224-2Ï1.

■10. I irtda HeEoftiiind Robert lacolisoti, "Market Shane slid Customer's Perceptions gf Quality: \Mien Can Firms Grow Theft Way to I ligtierVersus l.o^ver Quality?" Juttrital of Ma>ketingf& \Janunry 19991: pp 16-5S.

■11 Alex Taylor 111. "Lord of (lie Air." i'orfutu.-, Nbvembei 10, 2UOJ, pp. M1-152,

'12. hill tiieen, '[,enpFrog's Great Leap" I'tist Company, Inne 2ue:t, PI I, in3-9t>,

43. Hjglman W. Ii-nkiiis ]t., "BuBlnea^Vi'drtd*. (>11 a 1 tappier Noil-, Grange Juice." JoiinitàSepUitaber IMS, p. A23; ItLttier! J. ( )'] larnnh1 Jr.. "Pipii(i) to Acquire Quaker JorSI4 Uillum," lt'iislii(ij;ruii liosi, Decurtbcf S, ïOtlO.VJ. 5-UUS.

44. Kryii Broun. uij; tîa^rinka," htrtane. December 3ft. 2002. pp. 111-114.

.15. Austin tiverimU, " l'he tiiHs^c ¡it l-riijiiti" Jyj.ïr Company. March 200-1, |x36; Michael lh/elcy."NmvSoftware ProtJtici Is Called the Google of liiiiail." KnlghrJ&lder Tribune Business Metes, April 14, 2004. p 1:

46. "Btwts Counts tiie<;ost »f ^ot CEotmiin}! Pentries,"' Marketing l-tVeJt. February El. 2001, pjt 3£l-3l-

■i7. 1 teiuiy Sender, "WaHtî Business (A Special Ite|»or0 Hack from the el rink: Siioistiriji HlectronicsGni Into TVoutltby Being Like Many asian l irm*.: tl survived, l>y being dlijertflu* Wall toret-Ibrimai, September 22,2003, p.

■flï. I JniLidihrt' tjevjtl, "Jrtnuv:Llive 1 mil a lion, titireard Busing Revieu' (SipTember-Ciçlober 196(5): 63, Also see Steven R Sdinaais,

Afrjiift^iJii' Imitation Strategies: How Later Entrants Seize Marken frtíui Pioneers (New York: llig Free I'rcss. ISS'l).

49. StuiiN K Hrwn,"The Company iJiat Out-HarleyS Harley" Fortune, September zst, iüehí. pp, 56-57.

50. Allen ]. McGiith, "Growth Strategies with n '90s"ftvfct" íIitoíí the /ínfírf/(M:in:h 1935}: 43-46!; Antonio Ligi, -"11111 Dollarn Line: Logitech Plots Iis Lstap® from Mou-ícTrap," DowJontt jVíJttjríw. February», 2001.

ät. MclllB Marie Canta, "Illinois'IcnlWbrks Stock Continuos u> Suffer Hoce Acquisition of Firm/ Chicagp Tribune. November H^^titjo.

ä'i. layne O'D&mieDj "Fartiily Rolfriß to Success on Uro Ractr usa Today, líeceiiiber e. 20t>:t, pi 3H.

S3. Jtjhn Galtney, "Slioe Fetish,' lituim-ss 2.a, March 'im2. p¡i. 98-90. M. HcpOitcd in Ji. H. 1 imifüiiinitiul [.. I, Stanlun. leaking Nicht

A tarketing I Vort (New Yurt: McGraw-HUI, 1391), 5-1, Thomas A- Fogarty. "Keeping /[ippos Flame Eteroal." MS/1 Today.

June 24,2M3. p. 3B. 56. Matthew Millet "Hooking Up wit Ii Gen Y," Biu/ttesí 2.0, October 2003t pp. 49-52, r>7. Gerry Khenmoucft, "Richani Branson: ttlnntagVligjftTtfrlioiyr

BtisinessWtek, December z¿. ^oerzt. p. «ig, üb, Robert Specior, Antason.cam: Get bjg Fast (New York: HarperhusJness, 2001H, p, 151.

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