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

(November 1994).

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