Marketing_Management_14th_Edition-min

29. Theodore Levitt, “Innovative Imitation,” Harvard
Business Review, September–October 1966, p. 63.
Also see, Steven P. Schnaars, Managing Imitation
Strategies: How Later Entrants Seize Markets from
Pioneers (New York: Free Press, 1994).
30. Stuart F. Brown, “The Company That Out-Harleys
Harley,” Fortune, September 28, 1998, pp. 56–57; S&S
Cycle, www.sscycle.com.
31. Melita Marie Garza, “Illinois Tool Works Stock
Continues to Suffer Since Acquisition of Firm,” Chicago
Tribune, November 16, 2000; ITW, www.itw.com.
32. Jayne O’Donnell, “Family Rolling to Success on Tire
Rack,” USA Today, December 8, 2003.
33. Mark Morrison, “This Wildcatter Feels Right at Home in
Gabon,” BusinessWeek, June 5, 2006, p. 63.
34. Reported in E. R. Linneman and L. J. Stanton, Making
Niche Marketing Work (New York: McGraw-Hill, 1991).
35. Thomas A. Fogarty, “Keeping Zippo’s Flame Eternal,”
USA Today, June 24, 2003; Michael Learmonth, “Zippo
Reignites Brand with Social Media, New Products,
Advertising Age, August 10, 2009, p. 12; Zippo,
www.zippo.com.
36. Kathleen Kingsbury, “The Cell Islands,” Time,
November 20, 2006, p. G20; “Traveling Made Easy
with the New BlackBerry Curve 8520,” Digicel-News,
http://digicel-jamaica-news-procomm.blogspot.com,
January 12, 2010.
37. Some authors distinguished additional stages. Wasson
suggested a stage of competitive turbulence between
growth and maturity. See Chester R. Wasson, Dynamic
Competitive Strategy and Product Life Cycles (Austin,
TX: Austin Press, 1978). Maturity describes a stage of
sales growth slowdown and saturation, a stage of flat
sales after sales have peaked.
38. John E. Swan and David R. Rink, “Fitting Market
Strategy to Varying Product Life Cycles,” Business
Horizons, January–February 1982, pp. 72–76; Gerald J.
Tellis and C. Merle Crawford, “An Evolutionary
Approach to Product Growth Theory,” Journal of
Marketing 45 (Fall 1981), pp. 125–34.
39. William E. Cox Jr., “Product Life Cycles as Marketing
Models,” Journal of Business (October 1967), pp. 375–84.
40. Jordan P. Yale, “The Strategy of Nylon’s Growth,”
Modern Textiles Magazine, February 1964, p. 32. Also
see Theodore Levitt, “Exploit the Product Life Cycle,”
Harvard Business Review, November–December 1965,
pp. 81–94.
41. Chester R. Wasson, “How Predictable Are Fashion and
Other Product Life Cycles?” Journal of Marketing 32
(July 1968), pp. 36–43.
42. Ibid.
43. William H. Reynolds, “Cars and Clothing:
Understanding Fashion Trends,” Journal of Marketing 32
(July 1968), pp. 44–49.
44. Bryan Curtis, “Trivial Pursuit,” Slate.com, April 13,
2005; Patrick Butters, “What Biggest-Selling Adult
Game Still Cranks Out Vexing Questions?” Insight on
the News, January 26, 1998, p. 39.
45. Robert D. Buzzell, “Competitive Behavior and Product
Life Cycles,” John S. Wright and Jack Goldstucker,
eds., New Ideas for Successful Marketing (Chicago:
American Marketing Association, 1956), p. 51.
46. Rajesh J. Chandy, Gerard J. Tellis, Deborah J.
MacInnis, and Pattana Thaivanich, “What to Say When:
Advertising Appeals in Evolving Markets,” Journal of
Marketing Research 38 (November 2001), pp. 399–414.
47. As reported in Joseph T. Vesey, “The New
Competitors: They Think in Terms of Speed to
Market,” Academy of Management Executive 5
(May 1991), pp. 23–33; and Brian Dumaine, “How
Managers Can Succeed through Speed,” Fortune,
February 13, 1989, pp. 54–59.
48. Glen L. Urban et al., “Market Share Rewards to
Pioneering Brands: An Empirical Analysis and Strategic
Implications,” Management Science (June 1986),
pp. 645–59; William T. Robinson and Claes Fornell,
“Sources of Market Pioneer Advantages in Consumer
Goods Industries,” Journal of Marketing Research 22
(August 1985), pp. 305–17.
49. Gregory S. Carpenter and Kent Nakamoto, “Consumer
Preference Formation and Pioneering Advantage,”
Journal of Marketing Research 26 (August 1989),
pp. 285–98.
50. William T. Robinson and Sungwook Min, “Is the First to
Market the First to Fail? Empirical Evidence for
Industrial Goods Businesses,” Journal of Marketing
Research 39 (February 2002), pp. 120–28.
51. Frank R. Kardes, Gurumurthy Kalyanaram, Murali
Chankdrashekaran, and Ronald J. Dornoff, “Brand
Retrieval, Consideration Set Composition, Consumer
Choice, and the Pioneering Advantage,” Journal of
Consumer Research 20 (June 1993), pp. 62–75. See
also, Frank H. Alpert and Michael A. Kamins, “Pioneer
Brand Advantage and Consumer Behavior: A
Conceptual Framework and Propositional Inventory,”
Journal of the Academy of Marketing Science 22
(June 1994), pp. 244–53.
52. Kurt A. Carlson, Margaret G. Meloy, and J. Edward
Russo, “Leader-Driven Primacy: Using Attribute Order
to Affect Consumer Choice,” Journal of Consumer
Research 32 (March 2006), pp. 513–18.
53. Thomas S. Robertson and Hubert Gatignon, “How
Innovators Thwart New Entrants into Their Market,”
Planning Review, September–October 1991, pp. 4–11,
48; Douglas Bowman and Hubert Gatignon, “Order of
Entry as a Moderator of the Effect of Marketing Mix on
Market Share,” Marketing Science 15 (Summer 1996),
pp. 222–42.
54. Venkatesh Shankar, Gregory S. Carpenter, and
Lakshman Krishnamurthi, “Late Mover Advantage:
How Innovative Late Entrants Outsell Pioneers,”
Journal of Marketing Research 35 (February 1998),
pp. 54–70.
55. Steven P. Schnaars, Managing Imitation Strategies (New
York: Free Press, 1994). See also, Jin K. Han, Namwoon
Kim, and Hony-Bom Kin, “Entry Barriers: A Dull-, One-,
or Two-Edged Sword for Incumbents? Unraveling the
Endnotes
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