Download PDF Will & Vision: How Latecomers Grow to Dominate Markets, by Gerard J. Tellis, Peter N. Golder
Just how a concept can be got? By looking at the stars? By going to the sea and also considering the sea weaves? Or by checking out a book Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder Everybody will certainly have particular characteristic to obtain the motivation. For you who are passing away of books and also always obtain the motivations from books, it is really terrific to be right here. We will certainly reveal you hundreds collections of guide Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder to read. If you such as this Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder, you could likewise take it as all yours.
Will & Vision: How Latecomers Grow to Dominate Markets, by Gerard J. Tellis, Peter N. Golder
Download PDF Will & Vision: How Latecomers Grow to Dominate Markets, by Gerard J. Tellis, Peter N. Golder
Just how if there is a website that allows you to hunt for referred publication Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder from all around the globe publisher? Automatically, the site will be amazing finished. So many book collections can be found. All will be so very easy without complicated thing to move from website to site to get guide Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder really wanted. This is the website that will offer you those expectations. By following this website you could acquire great deals numbers of book Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder compilations from variations kinds of author as well as publisher prominent in this world. Guide such as Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder as well as others can be acquired by clicking good on web link download.
If you ally need such a referred Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder publication that will offer you worth, obtain the very best vendor from us currently from several prominent authors. If you intend to enjoyable publications, numerous stories, story, jokes, and a lot more fictions compilations are additionally launched, from best seller to one of the most current launched. You might not be perplexed to take pleasure in all book collections Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder that we will certainly offer. It is not regarding the costs. It's about just what you need now. This Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder, as one of the most effective vendors below will certainly be among the best options to read.
Finding the right Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder publication as the appropriate requirement is sort of good lucks to have. To start your day or to finish your day at night, this Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder will certainly appertain enough. You could merely hunt for the floor tile below and also you will get the book Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder referred. It will not trouble you to cut your valuable time to choose buying publication in store. In this way, you will certainly additionally invest cash to spend for transportation as well as various other time invested.
By downloading and install the on-line Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder publication here, you will certainly obtain some benefits not to go with guide shop. Just attach to the web as well as begin to download and install the web page link we discuss. Now, your Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder is ready to take pleasure in reading. This is your time as well as your tranquility to obtain all that you really want from this book Will & Vision: How Latecomers Grow To Dominate Markets, By Gerard J. Tellis, Peter N. Golder
Winner of the American Marketing Association Berry Prize for The Best Book in Marketing.
One of the top 10 business books of 2001, Harvard Business Review.
"Engaging stories, empirical analysis, and intelligent commentary make this an impressive book."--excerpt from book review in Harvard Business Review, September 2001
"Engaging stories, empirical analysis, and intelligent commentary make this an impressive book."--Harvard Business Review
Everybody knows that it's the market pioneers who have the best name recognition, the highest market share, and the most enduring market leadership....right? In order to test the truth of the perceived wisdom on being first to market, Gerard Tellis and Peter Golder carried out an in-depth historical analysis of various markets, as they evolved, over the past decade.
Among other things, they found that, not only does being first not guarantee anything, but that the current trend of staking everything on getting there first all too often leads companies to embrace a disastrous strategy of rushing to market with incomplete, inferior, and flawed products. With the help of numerous fascinating case histories chronicling the success and failures at industry giants, including Xerox, Gillette, Microsoft, Matsushita, and Intel, Tellis and Golder explore the ways in which being first to market is often more a curse than a blessing. They isolate the 5 key principles that ensure enduring market leadership--vision of the mass market, managerial persistence, relentless innovation, financial commitment, and asset leverage.
- Sales Rank: #1298957 in Books
- Published on: 2001-09-06
- Original language: English
- Number of items: 1
- Dimensions: 9.10" h x 1.28" w x 6.10" l,
- Binding: Hardcover
- 256 pages
From Publishers Weekly
Although the "first mover's advantage," a belief that the first company to make inroads into a marketplace has an almost insurmountable advantage, has gained acceptance in recent years, these authors contend it is a faulty conviction based on spotty research. Tellis (who teaches at USC's business school) and Golder (of NYU's Stern School) contend that there are three primary reasons for this incorrect principle. First, the research that has been done tends to downplay those pioneers who failed. Second, the studies tend to interview current leaders of successful companies who may not have a firm grasp of the industry's history. And three, the research tends to define markets very narrowly. After spending the last 10 years studying the history of 66 industries, the authors conclude that "the real causes of enduring market leadership are vision and will. Enduring market leaders have a revolutionary and inspiring vision of the mass market and they exhibit an indomitable will to realize that vision." The authors present countless examples to back their points. People who endorse the first mover's advantage will probably not be swayed by Tellis and Golder's argument, citing personal examples. But this work is bound to make companies question whether they need to be first and also reexamine just how strong their devotion to a particular market is.
Copyright 2001 Cahners Business Information, Inc.
From the Back Cover
The revolutionary study that debunks the myth of pioneering advantage and reveals the real drivers of enduring market leadership.
Critical Praise for Will & Vision:
"History will prove Will & Vision to be an important milestone in our journey to understanding how to manage innovation effectively."From the foreword by Clayton Christensen, Professor, Harvard Business School, and author, The Innovator's Dilemma
"If investors and e-entrepreneurs had understood the lessons highlighted by Tellis and Golder, billions of dollars and years of torment could have been saved. The authors present a compelling case through insightful analysis and fascinating stories of corporate successes and failures. Executives who don't understand these lessons will end up on the scrap heap of history."D. Grant Freeland, Vice President, The Boston Consulting Group
"Will & Vision identifies what makes for enduring market leadership. Later market entrants, take heart."Philip Kotler, Professor, Kellogg Graduate School of Management, Northwestern University
"Rare research-based insight shows that winners will be those executives that can understand when and how to apply the power of vision and will. A must-read for strategists who want to achieve enduring market leadership."David Aaker, Vice-Chairman, Prophet Brand Strategy, andauthor, Managing Brand Equity and Building Strong Brands
"Tellis and Golder persuasively debunk the widely held belief that first movers will be rewarded with long-run market leadership.George Day, Professor, The Wharton School, University of Pennsylvania
"An important, if controversial, book. Particularly effective is the fugue-like weaving of the different histories into the successive chapters."Joel Huber, Professor, Fuqua School of Business, Duke University
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 nothingnot name recognition, not market share, and certainly not long-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 Schwabalong with analyses of archival reports written as close as possible to when events actually occurredshow 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.
Andmost importantthey 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 researchdrawn from hundreds of books and thousands of articlesWill & 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.
About the Author
Gerard J. Tellis, Ph.D., is the Jerry and Nancy Neely Chair of American Enterprise at the Marshall School of Business, University of Southern California. Dr. Tellis has published many award-winning articles in leading research journals, and he is a member of the editorial board of Journal of Marketing Research, and Marketing Science.
Peter N. Golder, Ph.D., is an associate professor at the Stern School of Business, New York University. Dr. Golder has published in the top scholarly journals, has won three best- paper awards, and has had several of his studies featured in the Wall Street Journal, The Economist, and Advertising Age.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Simply one of the best ever
By Paul N.
Of all the business books I've read, and I have read a great deal more than most for my job, this is simply one of the best. It is well researched, yet also well written. Its lively, yet detailed, historical analysis brings out the lessons of business that are usually lost to time. This book has more intelligent things to say about the true sources of business success than ten of the best sellers combined, and is just as fun to read as any of them.
1 of 1 people found the following review helpful.
Very recommended
By Ruslan Fazlyev
Loved this book. It's inspiring and it brought me several insights while I was reading it.
11 of 11 people found the following review helpful.
Debunking the First Mover Advantage Myth
By Serge J. Van Steenkiste
Gerard J. Tellis and Peter N. Golder methodically and empirically demonstrate that pioneers are rarely rewarded for their efforts at the end of the day. The confusion between pioneers and current market leaders lies in the exclusion of failures (survival bias), tendency for managers to refer to their own firm as the pioneer (social desirability or self-reports bias), and self-serving market definitions (self-serving bias). For example, the Gillette Company is the oldest surviving firm in the disposable razor market. However, the Gillette Company was not the firm that first commercialized the razor. Similarly, Intel was not the firm that first brought the microprocessor or CPU to the market, even it has been perceived as the pioneer in that industry.
Tellis and Golder brilliantly build on over a decade of in-depth research to show that vision, persistence, relentless innovation, financial commitment, and asset leverage are the real factors that drive the superior performance of enduring leaders like the Gillette Company and Intel.
1. In their examination of "Vision", Tellis and Golder take their distance from the traditional definition of that much abused business term. Often, vision is indeed synonymous with broad mission statements used to excite and inspire stakeholders of an organization. In Counter-intuitive Marketing, Kevin J. Clancy and Peter C. Krieg concurred that most companies do not have much of a vision (See especially pg. 74 - 86). Vision has two key components according to Tellis and Golder: 1. A focus on the often-decried mass market with its dynamic and evolving needs and 2. A unique perspective of serving that mass market. For example, in contrast to its top competitors, AOL has stressed from the beginning convenience, ease to use, community, and ubiquity. Similarly, McDonald's has stressed from the onset quality, service, cleanliness, and value to build a worldwide network of mainly franchisees for bringing fast food to the masses. In Product Strategy for High Technology Companies, Michael E. McGrath gives a good complement to Tellis and Golder's definition of vision by explaining it as an answer to three key questions: 1.Where does a firm want to go? 2. How will the firm get there? And most critical 3. Why will the firm be successful? (See especially pg. 12, 306, and 317).
2. In their analysis of "Persistence", Tellis and Golder debunk the myth that enduring market leaders usually achieve their success through luck or sudden breakthroughs. In fact, visionaries have the will to persist in their efforts through seemingly insurmountable obstacles, slow progress, and long time efforts. The origin, early struggles, and ultimate success of Federal Express showed how important the vision and persistence of Fred Smith, its founder, made the difference at the end of the day. Similarly, the ultimate success of xerography after 13 years of research was due to the unwavering faith of former Xerox (Haloid)'s CEO, Joseph Watson in the underlying technology.
3. In their approach to "Relentless Innovation", Tellis and Golder remind their audience about the importance of firms not resting on their laurels. Technology and consumer tastes constantly change. Tellis and Golder rightly identify complacency with past successes, bureaucracy, managerial occupation with current customers and competitors, and fear of cannibalizing existing products as the four enemies of the relentless pursuit of innovation. For example, the earlier history of the Gillette Company clearly indicated that its success led to complacency and arrogance detrimental to its market leadership several times. Quoting Andy Grove, one of the founders of Intel, "Only the paranoid survives." In Product Strategy for High Technology Companies, Michael E. McGrath gives a good complement to Tellis and Golder's examination of both time-based and cannibalization strategies (See especially pg. 219 - 234 and 257 - 271).
4. In their study of "Financial Commitment", Tellis and Golder demonstrate that visionaries show persistence in their ability and willingness to raise and commit financial resources whatever the obstacles in their way. For example, Federal Express was on the brink of bankruptcy for years before it finally took off. Similarly, King C. Gillette, one of the co-founders of the Gillette Company, struggled not only to launch the eponymous company but also to raise the capital necessary to commercialize his disposable razor for years.
5. In their dissection of "Asset Leverage", Tellis and Golder look at how generalized and specialized assets can be mobilized for dominating a product category. Tellis and Golder rightly identify the extent to which the new product category does or appears to threaten the old product category, a strict focus on costs, myopic view of markets, and bureaucracy as the four major hindrances to leveraging assets. Xerox squandered more than one opportunity to leverage its assets to adopt and commercialize the revolutionary discoveries of its Palo Alto Research Center for years. In contrast, Microsoft showed sacrificing several products in development as the way to catch up with the competition after it had initially misjudged the potential of the Internet revolution.
Tellis and Golder also remind their audience that the relative importance of the five factors mentioned above varies by firm and market characteristics: new firms, established firms competing in established markets, and established firms entering new, yet unrelated markets (See pg. 265 and 266).
To summarize, Will and Vision by Gerard J. Tellis and Peter N. Golder is like The Innovator's Dilemma by Clayton M. Christensen a major contribution to a better understanding of how markets really work.
Will & Vision: How Latecomers Grow to Dominate Markets, by Gerard J. Tellis, Peter N. Golder PDF
Will & Vision: How Latecomers Grow to Dominate Markets, by Gerard J. Tellis, Peter N. Golder EPub
Will & Vision: How Latecomers Grow to Dominate Markets, by Gerard J. Tellis, Peter N. Golder Doc
Will & Vision: How Latecomers Grow to Dominate Markets, by Gerard J. Tellis, Peter N. Golder iBooks
Will & Vision: How Latecomers Grow to Dominate Markets, by Gerard J. Tellis, Peter N. Golder rtf
Will & Vision: How Latecomers Grow to Dominate Markets, by Gerard J. Tellis, Peter N. Golder Mobipocket
Will & Vision: How Latecomers Grow to Dominate Markets, by Gerard J. Tellis, Peter N. Golder Kindle
Tidak ada komentar:
Posting Komentar