Marketing_Management_14th_Edition-min

Paradox from a Contingency Perspective,” Journal of
Marketing 65 (January 2001), pp. 1–14.
56. Victor Kegan, “Second Sight: Second Movers Take
All,” The Guardian, October 10, 2002.
57. Peter N. Golder, “Historical Method in Marketing
Research with New Evidence on Long-term Market
Share Stability,” Journal of Marketing Research 37
(May 2000), pp. 156–72; Peter N. Golder and Gerald J.
Tellis, “Pioneer Advantage: Marketing Logic or
Marketing Legend?” Journal of Marketing Research 30
(May 1993), pp. 34–46. See also, Shi Zhang and Arthur
B. Markman, “Overcoming the Early Advantage: The
Role of Alignable and Nonalignable Differences,”
Journal of Marketing Research 35 (November 1998),
pp. 1–15.
58. Gerald Tellis and Peter Golder, Will and Vision: How
Latecomers Can Grow to Dominate Markets (New York:
McGraw-Hill, 2001); Rajesh K. Chandy and Gerald J.
Tellis, “The Incumbent’s Curse? Incumbency, Size, and
Radical Product Innovation,” Journal of Marketing
Research 64 (July 2000), pp. 1–17.
59. Sungwook Min, Manohar U. Kalwani, and William T.
Robinson, “Market Pioneer and Early Follower Survival
Risks: A Contingency Analysis of Really New Versus
Incrementally New Product-Markets,” Journal of
Marketing 70 (January 2006), pp. 15–35. See also Raji
Srinivasan, Gary L. Lilien, and Arvind Rangaswamy,
“First In, First Out? The Effects of Network Externalities
on Pioneer Survival,” Journal of Marketing 68 (January
2004), pp. 41–58.
60. Trond Riiber Knudsen, “Escaping the Middle-Market
Trap: An Interview with CEO of Electrolux,” McKinsey
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61. Rajan Varadarajan, Mark P. DeFanti, and Paul S.
Busch, “Brand Portfolio, Corporate Image, and
Reputation: Managing Brand Deletions,” Journal of the
Academy of Marketing Science 34 (Spring 2006), pp.
195–205; Stephen J. Carlotti Jr., Mary Ellen Coe, and
Jesko Perrey, “Making Brand Portfolios Work,”
McKinsey Quarterly 4 (2004), pp. 24–36; Nirmalya
Kumar, “Kill a Brand, Keep a Customer,” Harvard
Business Review, December 2003, pp. 86–95; George
J. Avlonitis, “Product Elimination Decision Making:
Does Formality Matter?” Journal of Marketing 49
(Winter 1985), pp. 41–52; Philip Kotler, “Phasing Out
Weak Products,” Harvard Business Review,
March–April 1965, pp. 107–18.
62. Kathryn Rudie Harrigan, “The Effect of Exit Barriers
upon Strategic Flexibility,” Strategic Management
Journal 1 (February 1980), pp. 165–76.
63. Laurence P. Feldman and Albert L. Page, “Harvesting:
The Misunderstood Market Exit Strategy,” Journal of
Business Strategy (Spring 1985), pp. 79–85; Philip
Kotler, “Harvesting Strategies for Weak Products,”
Business Horizons, August 1978, pp. 15–22.
64. Rob Walker, “Can Ghost Brands . . .,” International
Herald Tribune, May 17–18, 2008, pp. 17–18; Peter
Carbona, “The Rush to Grab Orphan Brands,”
BusinessWeek, August 3, 2009, pp. 47–48.
65. Stuart Elliott, “Those Shelved Brands Start to Look
Tempting,” New York Times, August 21, 2008.
66. Peter N. Golder and Gerard J. Tellis, “Growing,
Growing, Gone: Cascades, Diffusion, and Turning
Points in the Product Life Cycle,” Marketing Science
23 (Spring 2004), pp. 207–18.
67. Youngme Moon, “Break Free from the Product
Life Cycle,” Harvard Business Review, May 2005,
pp. 87–94.
68. Hubert Gatignon and David Soberman, “Competitive
Response and Market Evolution,” Barton A. Weitz and
Robin Wensley, eds., Handbook of Marketing (London,
UK: Sage Publications, 2002), pp. 126–47; Robert D.
Buzzell, “Market Functions and Market Evolution,”
Journal of Marketing 63 (Special Issue 1999),
pp. 61–63.
69. Raji Srinivasan, Arvind Rangaswamy, and Gary L.
Lilien, “Turning Adversity into Advantage: Does
Proactive Marketing During Recession Pay Off?”
International Journal of Research in Marketing 22
(June 2005), pp. 109–25.
70. Jon Fine, “Why General Mills Marketing Pays Off,”
BusinessWeek, July 27, 2009, pp. 67–68; Matthew
Boyle, “Snap, Crackle, Pop at the Food Giants,”
BusinessWeek, October 6, 2008, p. 48.
71. Philip Lay, Todd Hewlin, and Geoffrey Moore, “In a
Downturn, Provoke Your Customers,” Harvard Business
Review, March 2009, pp. 48–56.
72. John A. Quelch and Katherine E. Jocz, “How to Market
in a Downturn,” Harvard Business Review, April 2009,
pp. 52–62.
73. Maria Bartiromo, “Facetime: Inside a Company
Resetting for Recovery,” BusinessWeek, July 13 and
20, 2009, pp. 15–17.
74. Steve Hamm, “The New Age of Frugality,”
BusinessWeek, October 20, 2008, pp. 55–58.
75. Jane Porter and Burt Heim, “Doing Whatever Gets
Them in the Door,” BusinessWeek, June 30, 2008, p. 60.
76. Ibid.
77. David Taylor, David Nichols, Diego Kerner, and Anne
Charbonneau, “Leading Brands Out of the Recession,”
Brandgym Research Paper 2, www.brandgym.com,
September 2009.
78. Todd Wasserman, “Maverick CMOs Try Going without
TV,” Brandweek, January 24, 2009.
79. Maureen Scarpelli, “Dentists Step Up Marketing Efforts
as Patients Scrimp by Skipping Visits, Wall Street
Journal, August 11, 2009.
80. Peter J. Williamson and Ming Zeng, “Value for
Money Strategies for Recessionary Times,” Harvard
Business Review, March 2009, pp. 66–74.
81. Burt Heim, “How to Sell Luxury to Penny-Pinchers,”
BusinessWeek, November 10, 2008, p. 60.
82. Stuart Elliott, “Trying to Pitch Products to the Savers,”
New York Times, June 3, 2009.
83. Andrew Martin, “In Tough Times, Spam Is Suddenly
Appealing,” Boston Globe, November 16, 2008.
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Endnotes