1 Perspective on Experience (Boston: Boston Consulting Group, 1970): 1. See also James
Aley, "The Theory That Made Microsoft," Fortune (29 April 1996): 65.
2 See John Dutton and Annie Thomas, "Treating Progress Functions as a Managerial
Opportunity," Academy of Management Review (April 1984).
3 See Richard Minter, "The Myth Of Market Share," The Wall Street Journal (15 June 1998):
A17. See also William W. Alberts, "The Experience Curve Doctrine Reconsidered," Journal of Marketing (July 1989): 36-49; and Robert Jacobson, "Distinguishing among Competing Theories of the Market Share Effect," Journal of Marketing (October 1988): 68-80.
4 Vijay Vishwahath and Jonathon Mark, "Your Brand's Best Strategy," Harvard Business
5 Robert D. Buzzell and Robert T. Gale, The PIMS Principles: Linking Strategy to
Performance (New York: The Free Press, 1987): 2.
6 Robert Jacobson and David A. Aaker, "Is Market Share All It's Cracked Up to Be?"
Journal of Marketing (Fall 1985): 11-22. See also John E. Prescott, Ajay K. Kohli, and N. Venkatraman, "The Market Share-Profitability Relationship: An Empirical Assessment of Major Assertions and Contradictions," Strategic Management Journal 7 (1986): 377-394.
7 See Cheri T. Marshall and Robert D. Buzzell, "PIMS and the FTC Line-of-Business
Data: A Comparison," Strategic Management Journal 11 (1990): 269-282.
8 Buzzell and Gale, PIMS Principles, 192-193. Also see V. Ramanujan and N.
Venkatraman, "An Inventory and Critique of Strategy Research Using the PIMS Data Base," Academy of Management Review (January 1984): 138-151.
9 George S. Day and Liam Fahey, "Valuing Market Strategies," Journal of Marketing (July
10 Sharon Tully, "The Real Key to Creating Wealth," Fortune (20 September 1993): 38. Also see Laura Walbert, "America's Best Wealth Creators," Fortune (27 December 1993): 64.
11 See Bala Chakravarthy and Worth Loomis, "Dexter Corporation's Value-Based
Strategic Planning System," Planning Review (January-February 1988): 34-41.
12 F. William Barnett, "Making Game Theory Work in Practice," The Wall Street Journal
13 Frank Rutolo, "Scenarios: Moving Beyond Survival Toward Prosperity," Outlook
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