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.
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69

.
. : ,
.
,
, . 1997 .
General Mills 2,6%.
,
General Mills
11%.
,

.
Southwest Airlines ( ,
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UPS FedEx. Priority Mail
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.
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72

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(157);

(118);

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:

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.
: ,

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.
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, , ,
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74

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:
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Levitz Furniture

. ( , Levitz .)
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Seagram Company 10 198
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76

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77

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Wal-Mart.
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GM, .
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78

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80

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General Electric, 30%
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Southwest Airlines.
.

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.
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81

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.
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.

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82

13


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.

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.
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.
. ,

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. Xerox
.
GM
1980-1990- . 15% .
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,
,
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GE - (
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.

1963 .,

. ,
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. (

83

.)

(The Death of Competition). :
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,
, 1911.
, ,
Michigan Savings Bank, 1903 .,

Ford Motor Co.
? ,
Western Union,

$100 .
, , , ?
, Warner Brothers, 1927 .
, .
Decca Records ,
1962 .
,
,
Digital Equipment Corp., 1977.
, ,
.
, , (
).

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.
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.
.

84

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.
,
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.
.

85

.

, ,
.
, ,
:
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25 ?. ,
.
,
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.
3.

.
4. ,
: ,
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.

.
The Wall Street Journal
, Warermont Foods,
25
( ) -. , . 1985 .
,
Warermont Foods 1500%
$215 .16
,
. , !
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86

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!

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.
, General
Electric, , ,
. : GE
.
12
.
,
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.

87

14

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88

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, ,
, .
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,
.
,
, .
.
, ,
, .
.
Westinghouse
-
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).
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,
.
Eastman Kodak

Sterling
Winthorp

89


.
Sears
Allstate, Dean Witter Coldwell Banker
.
Merck
.
Guinness PLC
.
Union Carbide ,
, 90% .
.
, ,
.

. , Hallmark
.
Hallmark,
Ambassador, Pet Love
Shoebox. ,
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Vendome Luxury Group ,
. ,
Cartier, Alfred Dunhilh,
Montblanc, Piaget & Mercier .
,

.
Volvo

, Snap-on , H&R Block


, Sun
UNIX.
,
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,
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90

20%.
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$3 .
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.
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.
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.
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ITT , .
ITT IBM AT&T.
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ITT Telecommunications Compagnie General
d'Elecrticite, .
, ,
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,
,

91


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,

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.
? .
-
. ,
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.
,
,
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.
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.
Digital
Equipment. ,
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64- .
,
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,
,
, . ,

.

, ,
.
Minnesota Mining and Manufacturing, ,
.
(
66 000),
,
.
Post-it (
1980 .).
1988 . 33% ,
. ,
.

92

. ,
.
, , .
.

93

15


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,
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94


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,
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1950- .
.
General Motors ,
. .
, -
.
. ,
,
.

95

(, !)
, Volkswagen.

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BMW, Mercedes, Audi
.
,
. ,
.
, ,
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.

96

.
,
.
,
.
,

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. ( ,
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.
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1981 . General Motors, ,
70%
( 1979 .
66%).
$50 . ,
!
General Motors
30% .
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.
.
.
,
. Volkswagen
,
.
,
.

97

.
.
-,
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.
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Unilever Surf,

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$3,5 .
,
?
, .
- Handi-Kup, Dixie
Products, .
.
,
. Adolph Coors Company

98

. ( Coors
, Michelob Light.)
, Miller Lite.
.
Lite
Coors: - "Kool-Aid". (Kool-Aid,
).
Coors
.
. Miller . Miller Lite
.
,
. ( ,
.)
.
, ,
, . ,
,
. ( ,
, . . 16.)
, Lite?
? : ,
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R Us? $10 ,
? :
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$950? , :
15 ?.
Xerox 1958 .? Andy Warhol
1968 .? 1979 .?
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.
: , ,
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.
,
, .

99

Pizza Hut, , -
Papa John's.
Papa John's
,
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.
. . ,
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.
:
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, .
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.

100

16


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.)

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40 .
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101

.
,
. .
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.
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, .
1996 .
, $14
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). . , 50- , :
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,
,
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102

.
,
, Charles Hotel ( ).
, , .

.
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, Bridge
over Troubled Waters. . ,
:
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. $20
$5000 . ( :
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.
,

.
? .

.
, -,
,
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, .
:
Goodwill Industries
Americana.
19:00.
20:00.
.

.

103

.
.
, , $50 () $100
( ).
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Goodwill
. ( ,
? .)
XX . 20 General Motors.
. Sears
.
-
. 1930- . Marks & Spencer
Sears.
Sears, Marks & Spencer. ( ?)
Toys R Us .
Depot (
), Staples OfficeMax (
), PetsMart (
).
,
,
.
, . ,
, .
.
- ,
.

( ,
).17
1. . , ,
, ? SugarPops
CornPops, .
. Hartford Ballet
.
XIX ., , Levi's .

104

.
2. . ?
, , , ? Lipton
, .
3. . ?
? Sony
Walkman Watchman
- Discman (
). Gillette

( II, Atra, Sensor, Sensor Excel . .),
Oral-B. Gillette
27
. 150 Gillette
, :
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4. . - ,
, ? ,
, Ford
Expedition Lincoln Navigator.
McDonald's ,
.
5. . ,
? Arm & Hammer
,
. . , ,

.
6. . ? Saturn,
,
, .
7. . ?

.
. Meineke ,
,
.

105

(
). : .

.
: , , .
. .
. .
, ?.

106

17

,
,
. .
,
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?
c, The Dilbert Principle
,
. ,
.
,
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.
,
, .
,
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.
,
,
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,
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.


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,
. ,
,
, .
, Cadillac

107

GM,
Chevrolet,

,
.
.
. .

. ,
.
GM
Cadillac, .
GM
.
. , GM
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.)
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,
.
Hispano-Suiza,
.
,
, . ,

, Cadillac ( Acura
, Honda).
- .
GM
- . !
(Build to Last)
,
, . ,
, Boeing, Wal-Mart, General Electric,
IBM, Philip Morris .
,
,

108

.
, Boeing
Boeing-707. , .
.
IBM 360,
,
.
, .
Citicorp

.

, 1812 . (Citicorp)
1945 . ( Wal-Mart),
.
, ,
, ,
, ,
.

109

18


.
.

,
. ,

.
,

.
,
, .
,
.
,
.
.
. Hertz
, .
, .
,
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. (,
Colgate Total.)
Duracelh
, Budweiser
, Marlboro .
.
. 25
1923 .
20 - .
.
. , , ,
. ,

110

,

. 1950 . Ford Motor Company Chrysler
Corporation .
: General Motors, Ford, Chrysler. , ?
,

,
. , , ,
.
, ,
.
.
. ,
. ,
.
.
,
(Lenzing), (Courtaulds), (Biria)
.
Lenzing, ,
,
1930- . , ,

. Lenzing
,
. .

(
),
.
- ,
, ,
. , .

Silicon
Graphics.


. Cray Supercomputers

( ).

111

, Silicon
Graphics - .
, 20% .
Porsche
, .
,
. (
,
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. ,
.
Nike. - - ,
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,
, ,
.
,
Nike .

( ).
.
( Nike
. .)
, Nike
.
, .
Nike
.
Nike (U.S. News &
World Report) ,
.18
, Nike (The Wall Street Journal)
, ,
350 .19
Nike : (FootwearNews)

.20 Just Do It Nike (Discount Store

112

News) ,
Nike.21
? Nike ?
Morgan Stanley
: Nike ,
"" .
,
.
, ,
.

.
, , ,
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.
:
- Chevrolet
. Chevrolet , ,
, , , , ,
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Xerox 20
,
, .
, ,

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McDonald's
. ,
, ,
, .
, .
.
Marlboro Regular, Marlboro Light,
Marlboro Ultra-light, Marlboro Medium Marlboro Menthol
.
Philip Morris ,
, .
Marlboro, .
. 7, ,
.

113

, .
,
. ,
, , .
, , ,
.
, . :
, .
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Nike
( ).
. , ,
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.
.
, , -

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.
, -
.
, .
Subaru
. , 1970- .,
, ,
.
1980- . ,

Honda, Nissan Toyota .
Subaru
. ? 1986-1993 .
, $750 .
,

. 1996 .
64% .
!
.

. Krones AG 70%
.

114

Chupa Chups 1957 . 200


: .
.
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.
-
.
, ,
.
,
, -
. ,
+ 15%. ,
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115

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116


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.
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:


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1001 (
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, , ,
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Andersen Consulting -
$60 000 ,
.

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. ,
.
( ?)
, . ,
.
,
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. (
).

117

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118

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119

20




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, .

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,
(, ,
).

120


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:
.
USA Today
.
, (1985 .)
, 700 $100 .
Fortune 500
.
. 7
(The 7 Habits of Highly Effective People)
10 . :
, .
, . ,
,

121

.
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. .
.

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.
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: ,
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, - -,
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.
$15 .
. 19 ,
, $25 000
.

, , ,
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.
, , .
; 7 {The 7
Spiritual Laws of Success) :
,

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122

.

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. ,
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$3688.)

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. , $400.
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.
.
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, . 17
, ,
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.

123

. , ,
(Awakening the Giant Within)
(Unlimited Power), ,
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The Economist (The Witch
Doctors),
.
, .
" Training Magazine"'. ,

. .
.23
, ,
, .
.
1. .
- . .
, .
, ,
.
, -,
, ,
National Public

124

Radio. ,
,
.
Forbes .
(We've
Had a Hundred years of Psychotherapy and the World's Getting Worse)

.
, . ,
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3. .
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FedEx
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FedEx
(

).
4. , .
.
1995 .
Motorola $150 , 132 000
40 . General Electric
$500

, -.
GE
. GE

125

, ,
1100 - . ,
,
.
,
, GE .
.
5. , . ,
. ,

.
. . ,
:
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.

126

21

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127

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.
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.
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.
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, Xerox, Apple Microsoft,
. , ,
.
? .
, , .

( ).
. ,
, . ,
200 .
.
-
.
,
. , , .

128

,
Chrysler.
Ford? ,
. , ? . ?
.
? .

1948 . .
, , ,
, .
-,

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.
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,
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.)
Apple. To,
. . , ,
$91000 CTajj
. -.
Apple Bank of America.
, , .
.
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, .
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.
. ( , , . . 16.)
-,
.
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, .
( Citicorp - ,
.)

129

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).
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.
.
,
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. 15 . 90%

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140


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