Will and Vision (Review and Analysis of Tellis and Golder's Book)
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About this ebook
This complete summary of the ideas from Gerard Tellis and Peter Golder's book "Will and Vision" raises an interesting question: “Is it better to be first to market with a new product or to delay getting to market until you have a better product?”. In their book, the authors explain how the answer to this question can be found by looking at current market and product category leaders - these tend to be the companies that best harness the five key drivers of long-term success, rather than those who seek a first-mover advantage. This summary demonstrates each of these drivers and why you should exploit them in order to gain lasting success.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your knowledge
To learn more, read "Will and Vision" and discover the key to harnessing long-term market leadership.
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Will and Vision (Review and Analysis of Tellis and Golder's Book) - BusinessNews Publishing
Book Presentation: Will and Vision
by Gerard Tellis and Peter Golder
Book Abstract
About the Author
Important Note About This Ebook
Summary of Will and Vision
(Gerard Tellis and Peter Golder)
Book Abstract
Main Idea
Is it better to be first to market with a new product or to delay getting to market until you have a better product?
Popular wisdom states there is always a first-mover advantage
– the first company to get to market with a new product will enjoy greater name recognition, a higher market share and enduring leadership over everyone else who later enters the same markets. In reality, however, the facts actually point to a different conclusion. Most markets and product categories tend to be dominated by the companies that best harness the five key drivers of long-term success rather than exclusively seeking a first-mover advantage:
In short, a market pioneer has the first bite at the cherry
of market leadership, but over the long haul, market leadership will ultimately be bestowed on whichever company best exploits these five drivers – be they a pioneer or a late market entrant.
About the Author
GERARD TELLIS is a professor at the Marshall School of Business, the University of Southern California, Los Angeles. Dr. Tellis (a graduate of the University of Michigan) specializes in the areas of market entry, technology innovation, new product development and advertising. He worked previously as a sales development manager for Johnson & Johnson and is the author of more than 40 articles and books.
PETER GOLDER is associate professor of marketing at the Stern School of Business, New York University. Dr. Golder (a graduate of the University of Southern California) carries out research focusing on market pioneering, new products, long-term leadership and branding. Prior to earning a PH.D., Dr. Golder worked for Conoco and