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Will and Vision: How Latecomers Grow to Dominate Markets - Tellis, Gerard J, Dr., PH.D., and Golder, Peter N, PH.D., and Christensen, Clayton M (Foreword by)
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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 ...

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Will and Vision: How Latecomers Grow to Dominate Markets 2001, McGraw-Hill Companies, New York, NY

ISBN-13: 9780071375498

Hardcover