Chapter 1

1 Quoted in ‘Venture capital has gone from one unreality to another’, Knowledge at Wharton, http://knowledge.wharton.upenn.edu/

2 For those interested in reading more about what makes for a successful entrepreneur, see Chapter 2 in David A. Kirby, 2003, Entrepreneurship, McGraw-Hill, Maidenhead.

3 See Steven Gary Blank, 2005, The Four Steps to the Epiphany, Quad/Graphics, Wisconsin; and Eric Ries, 2011, The Lean Startup, Crown Business, New York.

4 We distinguish between market opportunities – those brought about by the confluence of market and competitive factors – and financial opportunities, such as those where arbitrage or underpriced assets provide the primary basis for economic gain.

5 The short blocks of italicized text in this and subsequent chapters are quotations from the interviews that comprise the research on which this book is based.

6 Such environmental assessments are explained in further detail in the environmental analysis chapter of any textbook on marketing management, such as Chapter 3 in H. Boyd, O. Walker, J. Mullins and J.-C. Larréché, 2005, Marketing Management: A Strategic Decision Making Approach, McGraw-Hill/Irwin, Burr Ridge, IL.

7 A useful process for discovering what customers really want and will pay for is provided in The Four Steps to the Epiphany (see note 3).

8 For more on real options, see Avinash K. Dixit and Robert S. Pindyck, 1995, ‘The options approach to capital investment’, Harvard Business Review, May–June; and Rita Gunther McGrath, 1999, ‘Falling forward: real options reasoning and entrepreneurial failure’, Academy of Management Review, January.

9 For details on how to conduct a five forces analysis, see Michael Porter, 1979, ‘How competitive forces shape strategy’, Harvard Business Review, March–April.

10 For more detail on these ideas, see the chapter on resources and capabilities in any strategic management textbook, such as Chapter 5 in R.M. Grant, 2004, Contemporary Strategy Analysis, Blackwell, Oxford.

11 For more on operating cash cycle characteristics and their impact on a firm’s ability to grow, see Neil C. Churchill and John W. Mullins, 2001, ‘How fast can your company afford to grow?’, Harvard Business Review, May.

12 For a systematic process for getting from plan A to plan B, see John Mullins and Randy Komisar, 2009, Getting to Plan B: Breaking Through to a Better Business Model, Harvard Business Press, Boston.

13 For some better approaches to getting a new venture started – after conducting a seven domains analysis of the opportunity, of course! – see Mullins and Komisar (see note 12) and Eric Ries (see note 3).

14 See note 3.

Chapter 2

1 Peter Drucker, 1967, The Effective Executive, Harper & Row, New York, p. 53.

2 Danny Bradbury, 2001, ‘WAP could get a shot in the arm from iMode’, Computer Weekly, 1 February, p. 46.

3 Figures from Census of Japan, http://jin.jcic.or.jp/stat/index.html

4 Yaeko Mitsumori, 2000, ‘NTT’s iMode paves the way for wireless data services’, Radio Communications Report, 28 February, p. 108.

5 Preliminary FY1999 Statistics on Telecommunications Market in Japan, Telecommunications Carrier Association, 31 August, 2000, p. 5.

6 www.nua.ie/surveys/?f=VS&art_id=905357352&rel=true

7 Bien Perez, 2000, ‘DoCoMo boosts iMode reach; Japanese mobile operator exports version of home services while moving to create fit with partners’ systems’, South China Morning Post, 12 December.

8 See note 4.

9 Catherine Ong, 2000, ‘iMode a success thanks to HTML’, Business Times (Singapore), 10 June.

10 ‘Why i-Mode is successful in Japan’, www.nttdocomo.com/html/imode02_4.html

11 Clive Keyte, 2001, ‘Learn mobile lessons from Japanese’, Computer Weekly, 9 August, p. 18.

12 Jamie Smyth, 2000, ‘I-mode set to take Europe by storm’, Irish Times, 6 October.

13 See note 4.

14 Communications Today, 2000, ‘Wireless industry prospers, except 3G, execs say at Wireless 2000’, 29 February.

15 See note 11.

16 ISP Business News, 2001, ‘Japan’s NTT turns i-Mode toward American markets’, 28 May.

17 Japanese News Digest, 2004, ‘Japan NTT DoCoMo I-Mode Service Overseas Subscribers at 3.0 Mln End-June 2004’, 12 July.

18 PR Newswire Europe, 2005, ‘Mobile Content Market Set to Triple to More Than 7.6 Billion Euros Within a Year’, 6 July.

19 See note 17.

20 Kevin J. O’Brien, 2007, ‘Forerunner of mobile Internet, i-mode is fading in Europe’, New York Times, 17 July.

21 Greg Farrell, 1994, ‘Lite weight no longer’, Brandweek, 31 October, p. 18.

22 Fran Brock, 1985, ‘Brewers need drinkers for their low-alcohol beer’, AdWeek, 18 March.

23 Stratford Sherman, 1985, ‘America’s new abstinence’, Fortune, 18 March, p. 20.

24 Figures from ‘Population and housing characteristics of baby boomers 26 to 44 years old: 1990’, http://www.census.gov/population/censusdata/cph-1-160h.txt

25 Bart Barnes, 1983, ‘Survey indicates sports play a major role in our lives’, Washington Post, 16 March.

26 William Oscar Johnson, 1988, ‘Sports and suds: the beer business and the sports world have brewed up a potent partnership’, Sports Illustrated, 8 August, p. 68.

27 See note 21.

28 Tony Schwartz, 1981, ‘Light beer ad can be heavy work’, New York Times, 10 December.

29 Mike Littwin, 1985, ‘They’re all-stars at play; the mood is light; the product is lite; results are heavy’, Los Angeles Times, 4 February.

30 ‘Shakeout in the brewery industry’, http://www.beerhistory.com/library/holdings/shakeout.shtml

31 See note 26.

32 Robert E. O’Neill, 1986, ‘No stopping the light brigade (1986 supermarket sales manual – beer and wine)’, Progressive Grocer, July, p. 49.

33 James E. Causey, 1997, ‘Nation’s beer drinkers see the light’, Milwaukee Journal Sentinel, 1 June.

34 The Top 20 Top Selling Domestic Beers, HuffPost Food, 2 April 2013, http://www.huffingtonpost.com/2012/09/03/top-selling-domestic-beers_n_1846582.htmlslide=1454255

35 Information on Nike’s case study was taken from the Nike, Inc. website at http://www.nike.com/nikebiz

36 Geraldine E. Willigan, 1992, ‘High-performance marketing: an interview with Nike’s Phil Knight’, Harvard Business Review, July–August.

37 ‘Nike, Inc. – entering the new millennium’, Harvard Business School Case 9-299-084, 16 March 2001, p. 1.

38 Forbes, 2000, ‘The A-list’, 5 January.

39 Fara Warner, 2002, ‘Nike’s women’s movement’, Fast Company, August, Issue 61.

40 See note 39.

41 2005, ‘Nike analyst meeting – final’, Fair Disclosure Wire, 28 June.

42 ‘Nike slashes 1,750 jobs worldwide’, 15 May 2009. http://news.oneindia.in/2009/05/15/nike-inc-slashes-5-per-cent-global-workforce.html

43 NIKE, Inc. Reports Fiscal 2012 Fourth Quarter and Full Year Results, 28 June 2012. http://nikeinc.com/press-release/news/nike-inc-reports-fiscal-2012-fourth-quarter-and-full-year-results

44 bbc.co.uk, 2012, ‘Nike sees higher profits and sales in last quarter’, 22 March. http://www.bbc.co.uk/news/business-17483851

45 Kristin Kovacich, 2012, ‘Why Nike’s a Model Digital Brand’, 6 September. http://www.digiday.com/agencies/why-nikes-a-model-digital-brand/

46 http://www.usna.com/news_pubs/publications/shipmate/2000/2000_04/brides.htm

47 Business Wire, 1999, ‘OurBeginning.com revolutionizes wedding invitation industry with launch of first complete online sales and services site’, 12 April.

48 Kathleen Kelleher, 2001, ‘Birds and bees; so there are more single people, but it’s still a couple’s world’, Los Angeles Times, 12 February.

49 ‘Communications and information technology’, statistical abstract for the USA, http://www.census.gov/prod/2001pubs/statab/sec18.pdf

50 Nancy Pfister, 1999, ‘Marketing the frou-frou to growlin’ football fans’, Industry Wrapups, 3 December.

51 Ellen Zavian, 2000, ‘Women score first down as Super Bowl ads debut’, Brandmarketing, February.

52 Business Wire, 2000, ‘OurBeginning.com reports record quarter following Super Bowl XXXIV debut’, 25 May.

53 Traffic figures in this paragraph are from Neilsen/NetRatings survey, as reported in Greg Farrell, ‘Bailing out from the Super Bowl ad binge’, 2000, USA Today, 7 June.

54 Barnet D. Wolf, 2000, ‘Money can’t buy name recognition on the internet’, Columbus Dispatch, 11 June, p. 1H.

55 See note 52.

56 See note 47.

57 See note 52.

58 Kim Girard, 2002, ‘Crash and learn’, Business 2.0, June.

59 Jeffrey D. Zbar, 2001, ‘Marketing agencies have learned how to handle Dot-Com phenomenon’, Sun-Sentinel, 19 January.

60 See note 50.

61 Sandeep Junnarker, 2000, ‘“Dot Coms” look to score from Super Bowl ads’, CNET News.com, 21 January, http://www.news.com.com/2100-1017-235943.html

Chapter 3

1 William Shakespeare, Julius Caesar, Act IV, Scene iii.

2 Hero Honda ad campaign, http://www.herohonda.com/a/about_hist_main.htm

3 Rohit Saran, 2001, ‘Hero Honda: hero no. 1’, India Today, 10 September.

4 http://www.eia.doe.gov/emeu/cabs/india/indiach1.htm

5 SAPRA India, 1998, ‘Development in the twenty-first century: challenges ahead for India’, http://www.subcontinent.com/sapra

6 See note 5.

7 http://www.wwmr.org/indiademo.html

8 India Infoline, 2001, http://www.indiainfoline.com/fmcg/demo/po08.html

9 See note 7.

10 See note 5.

11 http://in.indiainfoline.lycosasia.com/lyas/econ/andb/infr/infr13.shtml

12 John Tagliabue, 1996, New York Times, 17 August, p. 34.

13 Cybersteering, 1999–2002, ‘How did the international giants get their names?’, http://www.cybersteering.com/trimain/history/names.html

14 R. Sridharan, 1998, ‘The Hero Group: can the Munjals survive?’, Business Today, 7 January.

15–16 See note 3.

17 HowStuffWorks, 2002, http://www.howstuffworks.com/two-stroke3.htm

18 See note 3.

19 Brian Carvalho and Swati Prasad, 2001, ‘Bike wars’, Business Today, 2 September.

20 See note 19.

21 See note 3.

22 http://www.herohonda.com/a/press_main.htm

23–24 See note 3.

25 Hero Honda, 2004, ‘Hero Honda Creates New Performance Records’, 12 April, http://www.herohonda.com/site/press

26 Raghuvir Srinivasan, 2003, ‘Hero and Honda – Fill it, shut it, forget it?’, The Hindu Business Line, 16 March.

27 Neha Kaushik, 2004, ‘The scooter surge’, The Hindu Business Line, 5 August.

28 Bhupesh Bhandari and S. Kalyana Ramanathan, 2005, ‘A 50% market share is not easy to sustain’, Business Standard, 3 June.

29 Swarai Baggonkar, 2009, ‘For scooters, it’s yesterday once more – almost’, http://business.rediff.com/report/2009/jun/20/for-scooters-its-yesterday-once-more-almost.htm.

30 The Hindu Business Line, 2009, ‘Hero Honda powers ahead’, 2 September.

31 Subramaniam Sharma and Siddharth Philip, 2010, ‘Hero Buys Honda’s $1.9 Billion Stake in India Motorbike Maker on Exports’, 16 December. http://www.bloomberg.com/news/2010-12-16/hero-group-to-buy-honda-s-26-stake-in-their-hero-honda-venture-in-india.html

32 Ram Prasad Sahu, 2012, ‘Hero MotoCorp sweats on growth, competition’, 12 April. http://www.business-standard.com/india/news/hero-motocorp-sweatsgrowth-competition/471009/

33 Chanchal Pal Chauhan, 2012, ‘Honda marches past Bajaj Auto in monthly sales; Bajaj remains second in annual sales’, 4 April. http://articles.economictimes.indiatimes.com/2012-04-04/news/31287868_1_cc-bike-activa-honda-motorcycle-scooters

34 Shobhana Subramian, 2009, ‘It’s a Long Road Ahead’, Business Standard, 4 May.

35 Barry Janoff, 1999, ‘Supermarkets go au naturel’, Progressive Grocer, vol. 78, issue 3, p. 75.

36 Dennis Roth, 2000, ‘America’s fascination with nutrition’, Food Review, January– April, p. 32.

37 S.C. Gwynne, 1998, ‘Thriving on health food’ Time, http://www.time.com/time/archive/preview/0,10987,987856,00.html

38 http://www.wholefoodsmarket.com/products/list_preparedfoods.html

39 Steve Dwyer, 1997, ‘The right prescription for maturing’, Prepared Foods, February, p. 12.

40 Buck Jones, ‘Deli update 1997’, Progressive Grocer, vol. 76, issue 4, p. 131.

41 See note 35.

42 Press release, 2012, ‘Consumer-driven U.S. organic market surpasses $31 billion in 2011’, 23 April. http://www.organicnewsroom.com/2012/04/us_consumerdriven_organic_mark.html

43 http://www.wholefoodsmarket.com/investor/AR00_letter.html

44 Erin Kelly, 2000, ‘Health-food chains spar for baby boomers’, Fortune, 3 April, p. 56.

45 Whole Foods Market, 2005, ‘2004 was the best year in our 24-year history’, Annual Report 2005.

46 Chairman’s Letter, 2008 Annual Report, http://www.wholefoodsmarket.com/company/pdfs/ar08_letter.pdf; and Rachel Wharton, 2008, ‘Whole Food tries to shake “whole paycheck” image with free value tours’, NY Daily News, 8 August.

47 ‘Whole Foods quarterly sales hold up, shares soar’, 25 July 2012. http://www.reuters.com/article/2012/07/25/us-wholefoods-results-idUSBRE86O1O520120725

48 Alyssa Oursler, 2012, ‘Whole Foods Sees a Whole Lotta Growth’, 24 August. http://investorplace.com/2012/08/whole-foods-sees-a-whole-lotta-growth/

49 Reading Post, 2012, ‘Pride of Reading Entrepreneur Award’, Reading Post, 29 November. http://www.getreading.co.uk/news/special_features/pride_of_reading/s/2124864_pride_of_reading_entrepreneur_award; http://en.wikipedia.org/wiki/Ella’s_Kitchen; http://www.ellaskitchen.com/; Jon Yeomans, ‘Ella’s Kitchen sold to US giant Hain Celestial’, The Grocer, 3 May 2013, http://www.thegrocer.co.uk/companies/ellas-kitchen-sold-to-us-giant-hain-celestial/343012.article

50 Paul Hemp, 2001, ‘Managing for the Next Big Thing: an interview with EMC’s Michael Ruettgers’, Harvard Business Review, January, p. 132.

51 Daniel Roth, 2002, ‘Can EMC restore its glory?’, Fortune, 22 July, pp. 107–110.

52 EMC, 2002a, ‘A brief history of EMC through 1998’, http://www.emc.com/about/emc_story/brief_history.jsp

53–54 See note 52.

55 http://www.emc.com

56 See note 52.

57 See note 50.

58 EMC, 2002b, ‘EMC profile’, http://www.emc.com/about/corp_profile/index.jsp?openfolder=all

59–60 See note 52.

61 See note 50.

62 See note 58.

63 EMC, 2001, ‘EMC Symmetrix named “Product of the Year” by Network Magazine’, http://www.emc.com/about/news/press/us/2001/20010418-876.htm

64 Nelson D. Schwarz, 1999, ‘The tech boom will keep on rocking’, Fortune, 15 February, p. 72.

65 David Kirkpatrick, 1999, ‘Storage! Storage! Storage!’, Fortune, 15 February, p. 72.

66 See note 50.

67 Daniel Lyons, 2001, ‘What’s eating EMC?’, Forbes, 26 November, pp. 62–65.

68 Steve Hamm, 2005, ‘From the Brink to the Big Leagues’, BusinessWeek European Edition, 15 August, pp. 60–61.

69 See note 68.

70 Andy Reinhardt, 2004, ‘Can EMC find growth beyond hardware?’ BusinessWeek European Edition, 1 November, pp. 62–63.

71 Tim Beyers, 2005, ‘EMC revs earnings engine’, The Motley Fool, 19 April, www.fool.com/News/mft/2005/mft05041920.htm

72 EMC Corporation, BusinessWeek, http://investing.businessweek.com/research/stocks/earnings/earnings.asp?ric=EMC

73 Dina Bass, 2012, ‘EMC Weighs Using $5.65 Billion Cash on Security Startups’, 15 August. http://www.bloomberg.com/news/2012-08-15/emc-weighs-using-5-65-billion-cash-on-security-startups.html

74 ‘EMC Reports Record Revenue and Profit for Q4 and Full-Year 2012’, http://www.emc.com/about/news/press/2013/20130129-earnings.htm

75 Gary Taubes, 1995, ‘The rise and fall of Thinking Machines’, Inc. Technology, issue 3, p. 61.

76 Joshua Hyatt, 1985, ‘Breakthrough: start-up fever may return to computer industry’, Inc., August, p. 15.

77 Omni, 1992, ‘Danny Hillis: interview’, October.

78–79 See note 75.

80 The Economist, 2001, ‘Rethinking machines’, 24 March.

81–83 See note 75.

84 Michael E. Knell, 1994, ‘Cuts for computer maker Thinking Machines goes Ch.11’, Boston Herald, 16 August, p. 27.

85 John Markoff, 1992, ‘Company news: super-duper computer; it may be faster than anyone wants’, New York Times, 10 June, p. D3.

86 Geoff Baum, Lee C. Patterson and Evantheia Forbes-Schibsted, 1996, ‘Why they fail’, Forbes, 7 October.

87 See note 19.

88 See note 50.

Chapter 4

1 Quoted in Herb Greenberg, 2002, ‘How to avoid the value trap’, Fortune, 10 June, p. 194.

2 Michael Porter, 1979, ‘How competitive forces shape strategy’, Harvard Business Review, March–April.

3 Public Citizen, 2001, ‘Drug industry most profitable again’, http://www.citizen.org/congress/reform/drug_industry/corporate/articles.cfm?ID=838

4 San José Mercury News, 1993, ‘Study: drug profits excessive’, 26 February, http://www. ibiblio.org/pub/academic/medicine/public-health/drugs3.Feb93

5 David Noonan, Joan Raymond and Anne Belli Gesalman, 2000, ‘Why drugs cost so much’, Newsweek, 25 September, p. 22.

6 US Business Reporter, 2001, ‘Pharmaceuticals industry’, 15 December, http://www.activemedia-guide.com/pharmaceutical_industry.htm

7 Anita M. McGahan, 1994, ‘Industry structure and competitive advantage’, Harvard Business Review, November–December.

8 Perry L. Fagan, 1998, ‘The pharma giants: ready for the 21st century?’, Harvard University Note 9-698-070, 6 May.

9 See note 7.

10 See note 5.

11 Chemical Week, 1984, ‘A prudent boost in spending’, 11 January, p. 3.

12 Alfred A. Sagarese, 1989, ‘Fine chemicals: ripe for takeover’, Chemical Week, 3 May, p. 24.

13 See note 7.

14 Elisa Williams and Robert Langreth, 2001, ‘A biotech wonder grows up’, Forbes, 3 September, p. 118.

15 American Health Line, 2005, ‘Industry Profits Unlikely Until Decade’s End, Report Says’, 1 June.

16 Sam Cage, 2009, ‘Roche’s $46.8 billion Genentech deal outshines others’, 12 March, http://www.reuters.com/article/topNews/idUSTRE52B1DN20090312

17 See note 14.

18 Geoffrey Carr, 1998, ‘Survey of the pharmaceutical industry’, The Economist, 21 February, p. 16.

19 Amgen, Inc., BusinessWeek, http://investing.businessweek.com/research/stocks/earnings/earnings.asp?ric=AMGN.O

20 See note 18.

21 See note 8.

22 Henry Dummett, 2003, ‘New FDA Generics Regulations Take Effect’, WMRC Daily Analysis, 19 August.

23 See note 18.

24–25 See note 8.

26 William C. Castagnoli, 1995, ‘Is disease management good therapy for an ailing industry?’, Medical Marketing & Media, January.

27 See note 5.

28 Ken Lacey, 2000, ‘Under transformation: the pharmaceutical industry reinvents itself’, Pharmaceutical Technology Europe, December.

29 John Chave, 2011, ‘Free movement of prescription drugs hampers regulation’, 28 June, http://www.bbc.co.uk/news/uk-northern-ireland-13938961

30–31 See note 18.

32 See note 8.

33 See note 28.

34 See note 8.

35 See note 18.

36 Kerry Capell, Michael Arndt and John Carey, ‘Drugs Get Smart’, BusinessWeek European Edition, 5 September, pp. 76–85.

37 Congressional Budget Office, 1998, ‘How increased competition from generic drugs has affected prices and returns in the pharmaceutical industry’, http://www.cbo.gov/showdoc.cfm?index=655&sequence=1

38 Fortune, 2001, ‘Most profitable industries: return on assets’, http://www.fortune.com/indexw.jhtml?list_frag=list_f5_ind_mostprofit_asset.jhtml&channel=list.jhtml

39 ‘How the industries stack up’, Fortune, 17 April, 2006, p. F–26.

40 Fortune, 2009, ‘Top industries: Most profitable’, http://money.cnn.com/magazines/fortune/global500/2009/performers/industries/profits/assets.html

41 See note 39.

42 Newsweek, 2000, 2 October, p. 74L.

43 M.J. Zuckermann, 2000, ‘“Race is fierce” to broadband sales; hints of high-quality video, sound tantalize PC users’, USA Today, 27 June, p. 15E.

44 David A. Chidi, 2001, ‘DSL options starting to trim down’, InfoWorld, 30 April, p. 61.

45 Steven Rosenbush, 2001, ‘Broadband: what happened?’, BusinessWeek, 11 June, p. 38.

46 Tim Kenned, 2000, ‘Bringing DSL home’, Telephony, 18 September.

47 Darrell Dunn, 2001, ‘DSL may finally be ready for expected breakthrough’, Electronic Buyers’ News, 12 February.

48 Roger O. Crockett, 2001, ‘Broadband and Main: use of digital subscriber lines and other broadband applications in everyday life’, BusinessWeek, 8 October, p. 86.

49 Simon Romero, 2001, ‘Internet services put credibility to test’, New York Times, 19 March, section C, p. 4.

50 Charles Waltner, 2001, ‘Meet your connection: if you can avoid the pitfalls, these are great days to be shopping for communications services’, Fortune, 1 June, p. 59.

51 Newsweek, 2001, ‘Telecom’s big tumble: after badly misjudging the market, the industry faces huge losses and a chain reaction of failures’, 18 June, p. 33.

52 Todd Wallack, 2000, ‘Pacific Bell rules DSL; but FCC will make it easier for rivals to compete’, San Francisco Chronicle, 22 May, p. E11.

53 See note 44.

54 Joan Raymond, 2001, ‘URL, interrupted’, BusinessWeek, 18 June, p. SB7.

55 Tarifica Alert, 2005, ‘FCC Details U.S. Broadband Growth: Will ADSL Catch Cable?’, 26 July, http://www.tarifica.com

56 High Speed Internet, 2009, ‘Tracking the Growth of Broadband Internet Usage’, 11 March, http://www.high-speed-internet-access-guide.com/articles/broadband-statistics-for-2008.html

57 Fiona Vanier, 2011, World Broadband Statistics Q1 2011, Point Topic, London; Trefis Team, ‘Comcast Can March To $46 if Pay-TV and Broadband Trends Continue’, Forbes, 30 April 2013, http://www.forbes.com/sites/greatspeculations/2013/04/30/comcast-can-march-to-46-if-pay-tv-and-broadband-trends-continue/

58 Ben Rooney, 2011, ‘Vente Privee: The Art of Trading Discounted High-End Goods’, The Wall Street Journal Tech Europe, 16 September, http://blogs.wsj.com/tech-europe/2011/09/16/vente-privee-the-art-of-trading-discounted-high-end-goods/

59 eBusiness, 2010, 8 February, http://lairdegrasse.blogspot.co.uk/2010/02/vente-privee.com.html

60 Jennifer L. Schenker, 2008, ‘Vente-privee.com Refashions Closeouts’, Bloomberg BusinessWeek, 11 January, http://www.businessweek.com/stories/2008-01-11/vente-privee-dot-com-refashions-closeoutsbusinessweek-business-news-stock-market-and-financial-advice

61 Andrew Rice, 2010, ‘What’s a Dress Worth?’, New York Magazine, 14 February, http://nymag.com/fashion/10/spring/63807/

62 See note 58.

63 See note 61.

64 Bob Zider, 1998, ‘How venture capital works’, Harvard Business Review, November– December, p. 133.

65 The British Venture Captial Association, the European Venture Capital Association and the National Venture Capital Association in the USA all publish directories that identify the investing preferences of their member firms. Pratt’s Guide to Venture Capital, available in many business libraries, provides similar information.

66 See note 45.

Chapter 5

1 Philip Van Munchen, 1998, ‘The devil’s adman’, Brandweek, 15 June, p. 30.

2 Joan Holleran, 1997, ‘Craft brews, a beer rabbit?’, Beverage Industry, January, p. 8.

3 Jim Collins, 2000, ‘Best beats first’, Inc., August, pp. 48–51.

4 Institute for Brewing Studies, 1997–1998, North American Brewers Resource Directory 1997–1998, Institute for Brewing Studies, Boulder, CO; National Restaurant Association, 2001, Restaurant Industry Operations Report, National Restaurant Association, Washington DC.

5 Constantinos C. Markides and Paul A. Geroski, 2005, Fast Second: How Smart Companies Bypass Radical Innovation to Enter and Dominate New Markets, Jossey-Bass, San Francisco, CA.

6 See note 3.

7 Joel Dreyfus, 1983, ‘SmithKline’s ulcer medicine “holy war”’, Fortune, 19 September, p. 129.

8 See note 7.

9 Leon Jaroff, 1995, ‘Fire in the belly, money in the bank’, Time, 6 November, p. 56.

10 William E. Sheeline, 1989, ‘Glaxo’s goal: new wonder cures’, Fortune, 6 November, p. 101.

11 See note 9.

12 Brand Finance, 2008 and 2012, BrandFinance Global 500, March each year.

13 Andrew Tausz, 2001, ‘Still the one to beat; Nokia strives to maintain its lead in the wireless handset market’, Telephony, 13 August.

14 Christopher Brown-Humes and Robert Budden, 2004, ‘Nokia begins to get the message’, Financial Times, 6 May.

15 Techtree News Staff, 2009, ‘Nokia Targets Low Cost Segment in India’, 20 August, http://www.techtree.com/India/News/Nokia_Targets_Low_Cost_Segment_in_India/ 551-105688-547.html; S. Kamakshi, 2012, ‘Nokia Continues To Reign Supreme’, 6 March, http://www.techtree.com/content/news/784/nokia-continues-to-reign-supreme.html

16 Juliette Garside, 2012, ‘Nokia’s survival in question after 10,000 more jobs are cut’, 14 June, http://www.guardian.co.uk/technology/2012/jun/14/nokia-survival-question-10000-jobs-cut

17 See note 13.

18 Yves Doz, Jose Santos and Peter Williamson, 2001, From Global to Metanational: How Companies Win in the Knowledge Economy, Harvard Business School Press, Boston, MA.

19 Dan Steinbock, 2001, The Nokia Revolution: The Story of an Extraordinary Company that Transformed an Industry, American Management Association, New York.

20 See note 19.

21 Jonathon, D. May, Paul Y. Mang, Ansgar Richter and John Roberts, 2001, ‘The innovative organization’, McKinsey Quarterly, Spring, p. 21.

22 Katherine Doornik and John Roberts, 2001, ‘Nokia corporation innovation and efficiency in a high-growth global firm’, Graduate School of Business, Stanford University, Case Number S-IB-23, p. 9.

23 Tracy Sutherland, 2000, ‘The Finn formula’, The Australian, 28 November, p. 32.

24 Nokia, 2001, ‘Nokia expands ventures organization with new tool for corporate innovation’, http://www.press.nokia.com/PR/200112/842293_5.html

25 Alexandra Chang, 2012, ‘5 Reasons Why Nokia Lost Its Handset Sales Lead and Got Downgraded to “Junk”’, 27 April, http://www.wired.com/gadgetlab/2012/04/5-reasons-why-nokia-lost-its-handset-sales-lead-and-got-downgraded-to-junk/

26 Christopher A. Bartlett, 1985a, EMI and the CT scanner (A), Harvard University Press, Boston, MA.

27 David J. Teece, 2000, Managing Intellectual Capital, Oxford University Press, Oxford, p. 93.

28 Christopher A. Bartlett, 1985b, EMI and the CT scanner (B), Harvard University Press, Boston, MA.

29 Pier A. Abetti, 1989, ‘Technology: a key strategic resource’, Management Review, February, p. 37.

30–31 See note 28.

32 BusinessWeek, 1976, ‘Can Britain’s EMI stay ahead in the US?’, 19 April, p. 122.

33 BusinessWeek, 1980, ‘GE gobbles a rival in CT scanners’, 19 May, p. 40.

34 Daniel Eisenberg, 2001, ‘Why are these CEOs smiling?’, Time, 5 November.

35 eBay, 2002, ‘Fee changes’, 16 January, http://www2.ebay.com/aw/marketing.shtml#011602232649

36 ‘2004 Annual Report’, eBay, http://investor.ebay.com/annual.cfm

37 See note 34.

38 Whit Andrews, 1998, ‘Investors betting on eBay to maintain its auction lead’, Internet World, 5 October, p. 72.

39 Rick Spence, 2000, ‘The eBay economy’, Profit, February–March, p. 6.

40 Robert D. Hof, 2001a, ‘The people’s company’, BusinessWeek, 3 December, p. EB14.

41 Michael Rappa, 2002, ‘Business models on the Web’, http://www.digitalenterprise.org/models/models.html

42 Tom Gardner, 1999, ‘The eBay model: powerful networks’, http://www.fool.com/portfolios/RuleMaker/1999/RuleMaker990128.htm

43 Business Wire, 2005, ‘eBay Inc. Announces Second Quarter 2005 Financial Results’, 20 July.

44 See note 43.

45 Gene G. Marcial, 2001, ‘eBay – for hard times’, BusinessWeek, 3 December, p. 63.

46 Laurie J. Flynn, 2009, ‘EBay’s income declines 31% as economy reduces traffic’, New York Times, 22 January.

47 Doug Tsuroka, 2009, ‘EBay’s latest results edge analyst views, but margin tumbles’, Investor’s Business Daily, 21 October.

48 Ben Fox, 2012, ‘EBay earnings surge on stronger PayPal revenue’, 18 July, http://www.marketwatch.com/story/ebay-earnings-surge-on-stronger-paypal-revenue-2012-07-18

49 Businesswire.com, 2012, ‘eBay Inc. Reports Strong Fourth Quarter and Full Year 2011 Results’, 18 January, http://www.businesswire.com/news/home/20120118006605/en/eBay-Reports-Strong-Fourth-Quarter-Full-Year; ‘eBay Inc. Reports Strong Fourth Quater and Full Year 2012 Results’, 16 January 2013, http://investor.ebayinc.com/financial_releases.cfm

50 See note 49.

51 Saul Hansell, 2001, ‘Online grocery goes to the checkout lane’, Milwaukee Journal Sentinel, 10 July, p. 1A.

52 John Case, 2001, ‘Food for thought: the on-line grocery business just keeps growing. So why can’t anybody make any money at it?’, Inc., September, pp. 44–46.

53 Carol Emert, 2000, ‘Webvan sees sales surge 136%’, San Francisco Chronicle, 28 July, p. B1.

54 Dana Canedy, 1999, ‘Need asparagus? Just click it; on-line grocers take aim at established supermarkets’, New York Times, 10 September, p. C1.

55 Carolyn Said, 2000, ‘Webvan sees revenue losses grow’, San Francisco Chronicle, 14 April, p. B1.

56 Los Angeles Times, 2001, ‘Online grocers hurt by delivery costs, apathy’, 22 May, Business Section, p. 7.

57 Monica Soto, 2001, ‘When a company fails to deliver’, Seattle Times, 7 May, p. A1.

58 See note 54.

59 Vanessa Hua, 2001, ‘Running out of gas; Webvan’s efforts to keep on truckin’ not likely to succeed, analysts say’, San Francisco Chronicle, 27 April, p. B1.

60 ‘Tesco launches online grocery shopping in Slovakia’, 8 October 2012, http://www.tescoplc.com/index.asp?pageid=17&newsid=688

61 Glynn Davies, 2011, ‘Online food retail – case studies from Tesco to Migros’, 27 July, http://www.just-food.com/management-briefing/online-food-retail-case-studies-from-tesco-to-migros_id116104.aspx

62 Tescoplc.com, ‘Our History’, http://www.tescoplc.com/index.asp?pageid=11

63 Dave Chaffey, 2008, ‘Tesco case study & Tesco.com case study for E-commerce & Internet marketing’, September, http://www.davechaffey.com/E-commerce-Internet-marketing-case-studies/Tesco.com-case-study

64 See note 52.

65 IGD, 2011, ‘Online grocery shopping to be worth £11.2bn in 2016 – almost double its current value’, 18 October, http://www.igd.com/index.asp?id=1&fid=6&sid=25&tid=90&cid=2177

66 Alex Lawson, 2012, ‘Tesco close to 50% of internet food sales’, 29 February, http://www.racplus.com/news/tesco-close-to-50-of-internet-food-sales/8627120.article

67–68 See note 60.

69 Tescoplc.com, ‘Interim Results 2012/13. 26 weeks ended 25 August 2012.

70 See note 9.

71 For the whole enchilada on the incredibly pragmatic fruits of that research and on building better business models, see John Mullins and Randy Komisar, 2009, Getting to Plan B: Breaking Through to a Better Business Model, Harvard Business Press, Boston.

72 Alexander Osterwalder and Yyes Pigneur, 2010, Business Model Generation, Wiley, New York.

Chapter 6

1 Indira Gandhi, 1982, Indira Gandhi: My Truth, Grove Press, New York.

2 Quoted from Edmond Rostand, ‘La Princesse Lointaine’, 1980, The Oxford Dictionary of Quotations, 3rd edn., Oxford University Press, Oxford, p. 410.

3 Howard Schultz and Dori Jones Yang, 1997, Pour Your Heart into it: How Starbucks Built a Company One Cup at a Time, Hyperion, New York.

4 Howard H. Stevenson, H. Irving Grousbeck, Michael J. Roberts and Amarnath Bhide, 1999, New Business Ventures and the Entrepreneur, McGraw-Hill/Irwin, Burr Ridge, IL.

5 Most of what follows is based on Schultz and Yang (1997), see note 3.

6–8 See note 3.

9 Alex Witchel, 1994, ‘Coffee talk with: Howard Schultz; by way of Canarsie, one large cup of business strategy’, New York Times, 14 December, p. C1.

10 See note 3.

11 Matt Rothman, 1993, ‘Into the black’, Inc., January, p. 59.

12–17 See note 3.

18 Dori Jones Yang, 1994, ‘The Starbucks enterprise shifts into warp speed’, BusinessWeek, 24 October, p. 76.

19–20 See note 3.

21 Stanley Holmes, 2002, ‘Planet Starbucks’, BusinessWeek, 9 September, pp. 100–110.

22 ‘Starbucks Corporation Fiscal 2004 Annual Report’, http://www.starbucks. com/aboutus/investor.asp

23 Fortune, 2005, ‘100 Best Companies to Work For’, 24 January.

24 See note 21.

25 Andy Serwer, 2009, ‘Starbucks fix: Howard Schultz spills the beans on his plans to save the company he founded’, Fortune, 18 January.

26 Claire Cain Miller, 2011, ‘A Changed Starbucks. A Changed C.E.O.’, 12 March, http://www.nytimes.com/2011/03/13/business/13coffee.html?pagewanted=all&_r=0

27 See note 26.

28 Starbucks Newsroom, 2009, ‘Starbucks Posts Strong Third Quarter Fiscal 2009 Results’, 24 July, http://news.starbucks.com/article_display.cfm?article_id=249

29 See note 26 and Starbucks Corporation Fiscal 2012 Annual Report.

30 See note 25.

31 See note 3.

32 From a speech given at Stanford University, 23 October 2002.

33 See note 3.

34 Scott S. Smith, 1998, ‘Grounds for success (interview with Starbucks CEO Howard Schultz)’, Entrepreneur, May, p. 120.

35 See note 3.

Chapter 7

1 From William Wordsworth, The Prelude, book xi, 1.11.

2 Howard Schultz and Dori Jones Yang, 1997, Pour Your Heart into it: How Starbucks Built a Company One Cup at a Time, Hyperion, New York.

3 Andrea Butter and David Pogue, 2002, Piloting Palm: The Inside Story of Palm, Handspring and the Birth of the Billion Dollar Handheld Industry, John Wiley & Sons, New York.

4–8 See note 3.

9 Paul E. Teague, 2000, ‘Father of an industry’, Design News, 6 March, p. 108.

10 See note 3.

11 See note 9.

12 Rae Dupree, 2001 ‘Words to live by from an apostle of simplicity’, U.S. News and World Reports, 15 January, p. 35.

13 Katie Hafner, 1999, ‘One more ultimate gadget’, New York Times, 16 September, p. G1.

14–16 See note 3.

17 David A. Kaplan, 1997, ‘The cult of the Pilot’, Newsweek, 21 July, p. 35.

18 See note 3.

19 Joanna Pettitt, 1998, ‘Palm Computing hangs on to control of handheld market’, Computer Weekly, 16 April, p. 21.

20 See note 3.

21 Kim Clark, 2004, ‘Round two at Palm’, U.S. News and World Reports, 1 November.

22 ‘Palm Reports Q4 and FY 2009 Results,’ http://files.shareholder.com/downloads/PALM/755201276x0x302996/fc5f86a8-8a30-4c60-93ca-347e9d3797b9/PalmReportsQ4AndFY09Results.pdf

23 Tricia Duryee, 2009, ‘Former Apple Exec Jon Rubinstein Replaces Ed Colligan as Palm’s CEO’, moconews.net, 10 June, http://files.shareholder.com/downloads/PALM/755201276x0x302996/fc5f86a8-8a30-4c60-93ca-347e9d3797b9/PalmReportsQ4AndFY09Results.pdf

24 ‘HP to Acquire Palm for $1.2 Billion’, April 2010, http://www.hp.com/hpinfo/newsroom/press/2010/100428xa.html

25 Daniel Eran Dilger, 2011, ‘HP kills webOS, spins off PC business to focus on software’, 18 August, http://appleinsider.com/articles/11/08/18/hp_to_spin_off_pc_business_to_focus_on_enterprise_software.html

26 Arik Hesseldahl, 2012, ‘Meet Gram, HP’s New Name for the Company Formerly Known as Palm’, 15 August, http://allthingsd.com/20120815/meet-gram-hps-new-name-for-the-company-formerly-known-as-palm/

27–28 See note 3.

29 Michael Treacy and Fred Wiersema, 1993, ‘Customer intimacy and other value disciplines’, Harvard Business Review, January–February, pp. 84–85.

30 See note 29.

31 The details in the case study that follows were reported in Judith Crown, Glenn Coleman and Drew Wilson, 1993, ‘The fall of Schwinn’, Crain’s Chicago Business, 11 October.

32 See note 31.

33 Based on ‘Bicycle makers: kids’ stuff’, The Economist, 3 June 1989, p. 101.

34 Jennifer Foote, 1987, ‘Two-wheel terrors’, Newsweek, 28 September, p. 72.

35–40 See note 31.

41–42 See note 3.

43 See note 31.

Chapter 8

1 This case study is taken from Lloyd et al. (2001a, 2001b). See notes 2 and 7.

2 Julian Lloyd, Eileen Rutschmann and John Bates, 2001a,‘Virata (A)’, London Business School.

3–6 See note 2.

7 Julian Lloyd, Eileen Rutschmann and John Bates, 2001b, ‘Virata (B)’, London Business School.

8 3i, 2005, ‘3i backs Virata vision’, at www.3i.com/ourportfolio/successstories/ss_virata.html

9 Quoted from an interview with Hermann Hauser on 7 April 2000.

10 This case study is taken from David Allison, 1988, ‘Ken Olsen interview’, http://www.americanhistory.si.edu/collections/comphist/olsen.html

11 John C. Whitney Jr and Bruce C. Greenwald, 1987, Invisible barriers to successful marketing in new environments, Working Draft, University of Wisconsin.

12 Allison (1988), see note 10.

13–14 See note 10.

15 Jones Telecommunications and Multimedia Encyclopedia, ‘Digital Equipment Corporation (DEC)’, http://www.digitalcentury.com/encyclo/update/dec.html

16 See note 10.

17 Interview with Jean Micol on 12 September 2002.

18 Saras Sarasvathy, 2001, ‘What makes entrepreneurs entrepreneurial’, working paper, University of Washington.

19 Andy Grove, 1996, Only the Paranoid Survive, Currency/Doubleday, New York.

Chapter 9

1 Quoted from Oliver Wendell Holmes, ‘The Professor at the Breakfast Table’, 1980, The Oxford Dictionary of Quotations, 3rd edn., Oxford University Press, Oxford, p. 253.

2 V. Kasturi Rangan and Marie Bell, 1995, Nestlé Refrigerated Foods: Contadina Pasta and Pizza (A), Harvard Business School Press, Boston, MA.

3 See www.navigationzone.com for details.

4 Harper W. Boyd Jr, Orville C. Walker Jr, John Mullins and Jean-Claude Larréché, 2002, Marketing Management: A Strategic Decision Making Approach, McGraw-Hill/Irwin, Burr Ridge, IL.

5 Bob Zider, 1998, ‘How venture capital works’, Harvard Business Review, November–December.

6 Kopin Tan, 2002, ‘USA: venture capitalists still detect red flags in lots of proposals’, Wall Street Journal, 7 August.

7 See note 6.

Chapter 10

1 William H. Sahlman, 1997, ‘How to write a great business plan’, Harvard Business Review, July–August.

2 Steven Gary Blank, 2005, The Four Steps to the Epiphany, Quad/Graphics, Wisconsin; Eric Ries, 2011, The Lean Startup, Crown Business, New York.

3 Leaps of faith are beliefs you hold about unanswered questions despite having no evidence that these beliefs are true. For more on how to determine whether your leaps of faith are actually true, see Chapter 1 in John Mullins and Randy Komisar, 2009, Getting to Plan B, Harvard Business Press, Boston; or Chapter 5 in Eric Ries, 2011, The Lean Startup, Crown Business, New York.

4 http://quotationsbook.com/quote/30474/

Chapter 11

1 Adapted from a working paper of the same title, John W. Mullins, 2005, London Business School. Later revised and published by John W. Mullins, 2007, ‘Discovering “Unk-Unks”’, Sloan Management Review, Summer.

2 Mary Bellis, ‘Inventors of the Modern Computer, The First Spreadsheet – VisiCalc – Dan Bricklin and Bob Frankston’, http://inventors.about.com/library/weekly/aa010199.htm

3 See Grant McCracken, 1988, The Long Interview, Sage Publications, Newbury Park, CA. Much of this chapter is based on McCracken’s interviewing methodology.

Chapter 12

1 This section is based on an interview with Rakesh, Rashmi, and Rohan Verma, 24 June 2012.

2 Airbnb corporate homepage, http://www.airbnb.com/home/story

3 Chris Velazco, 2012, ‘Airbnb, Brit + Co, TaskRabbit, and Lyft Founders Share How They Nabbed Their First 10K Users’, TechCrunch, 10 September, http://techcrunch.com/2012/09/10/airbnb-brit-co-taskrabbit-and-lyft-founders-share-how-they-nabbed-their-first-10k-users/

4 Fred Wilson, 2011, ‘Airbnb’, AVC, 16 March, http://www.avc.com/a_vc/2011/03/airbnb.html

5 Om Malik, 2011, ‘What Every Startup Can Learn From Airbnb’, GigaOM, 22 February, http://gigaom.com/2011/02/22/airbnb/

6 See note 5.

7 Alex Hofmann, 2012, ‘Airbnb rival Wimdu confirms cuts to international offices, refocus on Berlin’, Venture Village, 20 September, http://venturevillage.eu/wimdu-confirms-restructure-berlin

8 Regina Anthony, 2007, ‘Real journeys, but it’s still virtual profit for online travel firms’, LiveMint, 6 June, http://www.livemint.com/2007/06/06001946/Real-journeys-but-its-still.html

9 Sudipto Dey, 2006, ‘Ashwini Kakkar trains sights on travel start-ups’, The Economic Times, 18 September, http://articles.economictimes.indiatimes.com/2006-09-18/news/27460036_1_start-ups-majority-stake-sms-platform

10 Gayatri Vijaykumar, 2007, ‘Flightraja now Via, announces US$ 5 million VC’, Express Travel World, July, http://www.expresstravelworld.com/200707/aviationworld15.shtml

11 See note 10.

12 See note 8.

13 http://www.via.com/go/world/about

14 Narayan Krishnamurthy, 2006, ‘Log in and Learn: More and more teachers are learning that it pays to move into the virtual classroom’, Outlook Money, 16 January, http://www.tutorvista.com/press/mediacover/outlookmoneyjuly.php

15 Stephen David, 2006, ‘Teachers in India help students in the West master maths and science through Internet tuitions’, India Today, 15 July, http://www.tutorvista.com/press/mediacover/indiatodayjuly.php

16 Michelle Tsai, 2006, ‘TutorVista Gets $2M To Teach American Kids Online’, Dow Jones, 2 June, http://www.tutorvista.com/press/mediacover/djjuly.php

17 B.M. Thanuja, 2006, ‘Sequoia to put in $3 million in TutorVista’, The Economic Times, 20 December, http://articles.economictimes.indiatimes.com/2006-12-20/news/27439188_1_sequoia-capital-india-online-coaching-jv-partner

18 Vanessa Hua, 2006, ‘One for the books – tutoring gets outsourced’, San Francisco Chronicle, 22 October, pp. A1, A10.

19 Heather Timmons, 2009, ‘Pearson Acquires Stake in 2 Indian Education Companies’, The New York Times, 24 June, http://www.nytimes.com/2009/06/25/business/global/25rupee.html?_r=1&dbk

20 Times of India, 2011, ‘Pearson takes control of TutorVista’, 19 January.

21 Inditex Annual Report 2011.

22 vente-privee.com, 2012, Wikipedia, http://en.wikipedia.org/wiki/Vente-privee.com

23 Ben Rooney, 2011, ‘Vente Privee: The Art of Trading Discounted High-End Goods’, The Wall Street Journal, Tech Europe, 16 September, http://blogs.wsj.com/tech-europe/2011/09/16/vente-privee-the-art-of-trading-discounted-high-end-goods/

24 Jennifer L. Schenker, 2008, ‘Vente-privee.com Refashions Closeouts’, Bloomberg Businessweek, 11 January, http://www.businessweek.com/printer/articles/298192-vente-privee-dot-com-refashions-closeouts?type=old_article

25 See note 24.

26 http://www.summitpartners.com/investments/vente-privee-case-study.aspx

27 The remainder of the MapmyIndia story is based on an interview with Rakesh, Rashmi and Rohan Verma, 24 June 2012.

Chapter 14

1 Adapted with permission from the work of Professors Robert McGowan and Paul Olk of the University of Denver.

2 Michael Porter, 1979, ‘How competitive forces shape strategy’, Harvard Business Review, March–April.

Chapter 15

1 Adapted with permission of The McGraw-Hill Companies, from Chapter 6 of John Mullins and Orville C. Walker, Jr., 2013, Marketing Management: A Strategic Decision-Making Approach, McGraw-Hill, Burr Ridge, IL.

2 For additional qualitative research techniques, see Abbie Griffin, 1996, ‘Obtaining Customer Needs for Product Development’, in M. D. Rosenau, ed., The PDMA Handbook of New Product Development, John Wiley & Sons, New York; and Gerald Zaltman, 1997, ‘Rethinking marketing research: putting people back in’, Journal of Marketing Research, November, pp. 424–437.

3 The definitive guide to conducting in-depth interviews is Grant McCracken, 1988, The Long Interview, Sage Publications, Newbury Park, CA. Chapter 11, the first of the toolkit chapters in this book, is based on McCracken’s approach.

4 For a useful guide to conducting surveys and interpreting their results sensibly, see www.whatisasurvey.info

5 Malcolm Gladwell, 1996, ‘The Science of Shopping’, New Yorker, 4 November, pp. 66–67; and Gary Hamel and C. K. Prahalad, 1991, ‘Corporate Imagination and Expeditionary Marketing’, Harvard Business Review, July–August.

6 See, for example, Nigel Bradley, 2013, Marketing Research: Tools and Techniques, Oxford University Press, Oxford.

7 See note 6.

Chapter 16

1 Adapted with permission of The McGraw-Hill Companies, from Chapter 6 of John Mullins and Orville C. Walker, Jr., 2013, Marketing Management: A Strategic Decision Making Approach, McGraw-Hill, Burr Ridge, IL.

2 Deborah Solomon, 2000, ‘Local phone companies put customer service on hold, critics charge’, Wall Street Journal, 6 July, p. B1.

3 Frank M. Bass, 1969, ‘A new product growth model for consumer durables’, Management Science, January, pp. 215–227; Trichy V. Krishnan, Frank M. Bass and V. Kumar, 2000, ‘Impact of a later entrant on the diffusion of a new product/service’, Journal of Marketing Research, May, pp. 269–278.

4 Robert J. Dolan, 1990a, Conjoint Analysis: A Manager’s Guide, Harvard Business School Publishing, Boston, MA.

5 Robert J. Dolan, 1990b, Concept Testing, Harvard Business School Publishing, Boston, MA.

6 John Mullins and Randy Komisar, 2009, Getting to Plan B, Harvard Business Press, Boston, MA, p.17.

7 Colin Welch and Ananth Raman, 1998, Merchandising at Nine West Retail Stores, Harvard Business School Publishing, Boston, MA.

8 For details of their method, see Dan Lovallo and Daniel Kahneman, 2003, ‘Delusions of Success,’ Harvard Business Review, July.

9 For more on the use of analogues and antilogues in entrepreneurial settings, see Chapter 1 in John Mullins and Randy Komisar, 2009, Getting to Plan B, Harvard Business Press, Boston, MA.

Appendix

1 BusinessWeek Online, www.businessweek.com