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Will & Vision: How Latecomers Grow to Dominate Markets

Will & Vision: How Latecomers Grow to Dominate Markets


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About the Book

A major goal of managers is to build strong brands that endure in competitive markets. Many managers assume that a primary determinant of long-term success is being a pioneer, or the first to enter a new market. It is based on the belief that market pioneers have the best name recognition, the highest market share and enduring marketing leadership. Firms are in a constant rush to be first to market. The scramble to set up websites and buy out Internet domain names are just examples. It can lead to the self-defeating strategy of rushing to market with incomplete, inferior, or flawed products. This book argues that being first to market guarantees little. On the contary, market pioneers mostly fail, have low market share, and are rarely enduring market leaders. This test argues that enduring market leadership depends on five principles: vision of the mass market; managerial persistance; relentless innovation; financial commitment; and asset leverage. The authors carried out an in-depth historical analysis of markets as they evolved. They studied archival reports that were written as close to the time the events occured as possible. This apporach reveals novel histories about the true evolution of markets and insights about the causes of enduring success.

About the Author :
Gerard J. Tellis, Ph.D. (San Diego, CA) is Professor of Marketing at the Marshall School of Business at the University of Southern California and a leading international expert in areas of market response to advertising, price, and market entry. Peter N. Golder, Ph.D. (New York, NY) is an associate professor at New York University’s Stern School of Management and a respected scholar in the areas of market entry, new product markets, and international marketing.


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Product Details
  • ISBN-13: 9780071375498
  • Publisher: McGraw-Hill Education - Europe
  • Publisher Imprint: McGraw-Hill Professional
  • Height: 231 mm
  • No of Pages: 256
  • Spine Width: 33 mm
  • Width: 155 mm
  • ISBN-10: 007137549X
  • Publisher Date: 16 Oct 2001
  • Binding: Hardback
  • Language: English
  • Returnable: N
  • Weight: 701 gr


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