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1、 60GE Westing house “tyranny of choice” “” me to “” “” “” Sierra Mist Slice StormSierra Mist“” Dawn Hudson Sierra Mist“” “” “” Kleenex “” “”Benchmarking “” Total Quality ManagementTQM “” “ Differentiation”“” “” “” “” “”Prince“ ”Orville Redenbacher“” “” “” “” Campbells soup Heinz 20 “”“ ” “” “” “” “”
2、 “”“” “”“” “” “” “ ” “” “” “ ”“” “”“” “”“ ” SearsIBM DEC140 Kenneth Olsen Reduced Instruction Set ComputingRISC DEC “” “”“” “” A.1.(A.1.) “A.1. A.1. A.1.” A.1.A.1. Chevrolet “” “ ” “” “ ”“ ” “ ” Hertz “ ” 15% 1980High Life Lite3500Genuine Draft19903200 “”20Phillip Morris “” Marlboro “ ”Michelob Hein
3、eken Amstel Light “96 ” “” ATWilliam Durant 191017 OldsmobileBuickCadillac 1918Alfred Sloan Pierre S.du Pont “” “”1921 $ 795-$2,075 $1,395-$2,065 $1,445-$3,330 Scripps Booth $1,545-$2,295 Sheridan $1,685 $1,795-$3,295 $3,790-$5,690 “”5 $ 450-$ 600 $ 600-$ 900 $ 900-$1700 $1700-$2500 $2500-$3500 5 57
4、%50 “” 1958Federic G.Donner “” “”“ ”“” 1983822 “” “” Roger Smith 1981“” “” Albert LeeCall Me Roger “ ” “ ” 1983822 “Orion Township GMAD1984 Model C6 1500 Pbogate Orion” 1921 “” $10570-$ 21360 $13995-$45705 $16295-$32415 $118620-$35314 $26095-$37490 $31305-$48045 1921 57%28% 900 “” 47Rick Wagoner “”
5、“On Star” 80 1921 2001 2S S-10 Vibe “ ”“” “” “” “” John DeLorean “ 19391949 ” “” “ ”“” “”“ ” 20% LaSalleAcuraLexisInfinity “” 1875 “” American Bell AT Sheldon Hocjeiser“ ” AT Ken Olsen Minicomputer 1970 IBM “PC” Stan Olsen IBM IBM IBM IBM “” PC IBMPCIBM IBM “” IBM PC “ ”“ ” 360325 100 “” 198352 “ ”“
6、 ” “” OsborneFortuneTexas Instruments IBM IBM “” 1993 3264Alpha AXP 198032VAX16 “” “” “”“ ” “” Intel 286386486Intel “ ”Enrich 22HarperCollins1993 IBM Advil Bayer Aspirin 1899 Tylenol acetaminophen 1955 Advil ibuprofen “” “” 18 2 IBM16 3 Sun32UNIX 64 Alpha AXP 64 64 “” 6432 VMSVAX 64 “32VAX ” 1979Dat
7、eQuest“ ” 64Alpha 1979 alpha “” 64alpha“” 64 Steve MilunovichMerill Lynch Bob Palmer 64 “ alpha” “” IBMSun Sun Notes5 Notes IBM35 “ ” “” “” over- communicatedcommunicate“”“”“” “positioning”P1 corporate America *Proctor & Gamble *“” P2 * “” * “” *1972Advertising Age“” 16500 12“” P3 * “”Sanka “”“”“” *“Avis” “Honeywell, the other computer company” “Seven-Up: the uncola” Madison Avenue
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