:

................................................................................................................................... 3
I. ........................................................................................... 5
1. - ............................................................................ 6
2. : - ............................................ 16
3. ....................................................................................... 27
4. .............................................................................. 37
II. , ...... 49
.................................................................................................................................... 50
5. ..................................................................................... 52
6. ............................................................................. 66
7. ...................................................................................................... 78
8. ........................................................................ 89
9. ................................................................................ 102
10. ........................ 117
11. ............................... 130
III. .............................................................................. 140
.................................................................................................................................. 141
.................................................... 141
12. ...................................................................... 142
13. ........................................................................ 151
14. ............................................................. 161
15. ... .......................................................................................... 170

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. ,
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) 73,5%.

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American Airlines
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United Airlines

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People .
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United

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, .

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People Express .

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American.
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People.
American Airlines. 1985
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.

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American

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,

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,
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.

1985 .

American
.

The New York Magazine: American
, People Express
.
.
,

Frontier,


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,
,
.

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Eastern.
,
.
.
,
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.
,

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,
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Express

.
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Southwest. :

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Express .
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-,
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,

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1982

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,
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, ,
, .

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-,

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, American Airlines

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.
,
.
,

,

, .
1950 1973
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6%,

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,
, .
,

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,

.
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-


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.
. ,
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,
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,

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Airlines
. ,
,
,

,
. ,
,

35%
,
20%.

- 5565%.
.
:

. ,
,
,
.

-

, ,
.

, American
Airlines
1981 .

, 11 . United

.
,

. 31. -

.

,
1981 Texas Air

Continental. Raider Carl Icahn 1985
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USAir.

72

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.
.
American
,
. 1992

4 , 1990, 1991
1992 10
.

.

(. 32). , ,
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.
-

,
.
American

Southwest. (

Southwest.)
.
, -,

.

,
1993 the
New York Times Magazine.
,
.

,
,
,

.

.
-

.

,
.

. 1991 ,
,
93%

American
,
63% .

.

.

-.
.
.
.
,

American

. 1992

. CEO
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,
,

. ,

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21 .

,
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,
Wal-Mart,

American

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,

.
,

.
TWA American 20%,
. Northwest

73

 .
People Express
-
,
. 1994
Southwest 50%
80 100
.
,
,

. -
,
1993 .

: .

. 32.

(
)
(
)

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Corp.,

American,

, .
SABRE,
, ,

,
.
,
American,

SABRE.
American
. SABRE

.

,
American.
American

1993

SABRE

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10,6%.

AMR,

14

, 1,5 ,

. AMR

,
.

Southwe America
st
n
68,4%
60,4%
10,2
13,3
1,6

$2,2
.
$5,3
.

$12,9
.
$5,0
.

.
Southwest
,
,
-
, Southwest .
2,2 ,


1994 ,

.
Southwest
.
1991 1993
84
.
1995

Southwest. Continental American
,
.
Continental, CALite,

.

, ,

, Southwest.
United, , U2
,

Southwest
- Southwest

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Friendship Express,
.
.
24- Southwest

. People Express
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, , , .
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, Southwest
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Southwest
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,

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.
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,

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. ,


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,
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.
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, ,
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,
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.
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,

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, ,

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,

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.

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,
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,
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,

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. 36.

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.

Merck 1979
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.
:


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.
,
,
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Merck .

,
.

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-
.

1992

Merck
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100

. ,

-
,
.

.

,
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,

(generic)
,
.
,

,

106

,
.


.
General
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,

18 .

. 38.

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-

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,

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.



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1995

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,


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, , .

. 39.

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,

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. ,

, .
, (
)

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.


(7% 1990 )
.


.
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).
,

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.
,

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.

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-

.

,

.
,
500

,
.

.
,

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),

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.

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33 .
Medco

.
Merck,

,
Medco.
1993 Merck Medco
6 .
, Wall
Street. Merck

, Medco
, ,
,
, .
! Medco

MBA (Master of Business Administration)

-. PhD
(Doctor of Philosophy) ,

;
. . .

85

.
Merck .


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,
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.
.

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.
,

.

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.

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.
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.

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,

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,

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.

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.

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,

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United
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.

,
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,
,

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.

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.

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.

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,
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. ,
,

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-
,
.

,

,
.

.
,
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,

.
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?
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.
.
,
.

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,
.


(. 40). 1987

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8 .

1
.
Procter & Gamble (P&G)
2-3
,
,
.

,
.

-,

.

80-

.
Starbucks Coffee Co.,


. ,
-,
, ,
,

latte macchiato, espresso

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,
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.
,

. ,
,
.

.
. ,
1,7 ,
.
1986
.
Starbucks.
,
.
4 .
1987
Starbucks.

,
, Maxwell
House General Foods Folgers
Procter&Gamble.

. 40.

, ,
.
,
,
, .

-,
89

 60% .
.
.

Maxwell House,
Folgers Nescafe Nestle
.
,
- .

90

 - -

-

- ,

,


( )
,

, ,
.
.
, -

. 1985
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Private Collection.
.

-,

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,
.
Folgers Gourmet Supreme
French Roast, .
. Folgers ,

.

, ,
, ,

Folgers.

,

,
.

.
3-4%
. , ,
,

.
,
.

.
-
,
, .
.
,
, 5%
.
1988 .
Folgers.
.

.

.

. ,
.
,

,
, .
.
?

-,
?
,
?

1988 Folgers
. Maxwell
House 26,4%,
Folgers.
, General Foods

.
.
. 1988
General Foods 40

.
P&G
,
.

91

 1 ,
, .
,
1962 3,1 ,
1,67 .
,
.

General Foods.


. 10

.
-
.
,

,
Starbucks,

,
, .
1988 Starbucks
10 .
,
5
.
: ,
P&G, General Foods Nestle,

( ,
..).
,

.

,
,
.
, ,
,
.
,

,
:
Haagen-Danz,
TCBY, Perrier,
Mrs.Fields. .

, ,

. ,
.


. .
,

,
.
. ,

, - ,
. Millstone Coffee
,
,
Starbucks, 1981
3080% . 1990
30 .
Brothers Coffee Co.
.
1985
100% ,
1990 18
.
22 .

,
-.

-.

.
80
100% , ,
. 6

10 . ,
, 80-
,

.
-,

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,
6
,

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. ,
, ,

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,
1946 1964 . . .

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.
.
,

16
2 , 13, ,

.
,
.
,

-,

, ,

.
.
1990
717 ,
13,5%
5,3 .
25%.
1991
.
800
,
4,5 ,

.
, ,
17,7%. ,

30%.

-
;

. ,

,
. 1992 150
, 40,
. -
,

-
,

.

,
.
,
, .
-

.
Starbucks

,
-
.

. 41.

-,
,

.
,
Maxwell House, Folgers
.

;
,
,
-
.
-
,
.

.
-

.
,
,

.

.
1 . Phillip Morris,
Kraft, General
Foods,
Maxwell House 100
. Maxwell House
Folgers ,
1

Loss leader ; ,

. . .

93

16 = 448 ; 13 = 364 . . .


.
Folgers Maxwell
House -
.
-
. Starbucks

. 1988 ,
26 ,

Pepsi,

.
.
- baristas,
25

, , .
baristas
Starbucks.
, ,
,
. 1991
Bean Stock,

.
60%,

.
,

,

,

.
Starbucks


-. ,

, ,
.

,
.
Starbucks

,

.
Starbucks
:

. -
?

1992 .
P&G. .


.
. ,
.

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.
, ?
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,
?
,

?

, Starbucks.

-

.

.
,
. ,


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.
?

-?

-,
, .
1992 Starbucks
28 .
, Starbucks,

Millstone Brothers
,
.
-
.
1992 1993
, 10

, ,
.

. Starbucks 1992
94

 90 .

6 .
,

,

. 1992

. 2,1
17 ,
35,7 . ,
115

500
.
.
Starbucks

,
.
.
.
Starbucks.
: Barnie's
, Coffee Beanery .

.
,
.

La Creme
Coffee.
.

.
Boyer Brothers,
Brothers Gourmet Coffees,

; ,
,

. 1991
30 .

2500 .

. ,
,

,

).

1992

Brothers

Specialty Coffee -,
Nicholas
Coffee Co. Elkin Coffee.

Gourmet Coffees
of America (GCA).
,
.

GCA

, 130 100
.

.
GCA
,

, .
GCA
. Gloria Jeans,
,
180 , Hillside,
, Chock
Full O'Nuts .
1993

Brothers
Gourmet Coffees.
200
.
130
.

,
- Brothers,
,

Starbucks.

. ,

,
USA Today: ,
,
.
,

.
Brothers

.
Starbucks
1993 41 ,
97%
. 60%.

4 .

1
.

95



(. 42).
1993 .
Brothers, Starbucks P&G.
.

,
.
.
Starbucks

-,
.
Brothers .
, General
Foods P&G,

.
?

,
?
?
,
?

,
,
, .

,

80- .
.

,
.

-
. ,

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.

. -

.
. ,

,
.

-,

,
.
,

(. 43).

-,
.

. 43.
:
Starbucks

280
,

, 180 Gloria
Jean's,
,
,

. Starbucks .
. ,
Brothers

,
,
.

. 42. : Folgers (P&G)

,

.
,

. ,
96


.
Brothers
30%.

, ,

.
Millstone
.

.
,

- 3,99
.
Stop&Shop
-
.
,
,
?
.


.
: -
?
,

- Coca-Cola.
,

Pepsi. Coke
,
.

Pepsi ,
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4:1.

,
, ,

.
,

.
.
?

?
- Starbucks ,

.
200 1989
5000 1994-,

.

. -,
, -
55 100
1994 .
, Starbucks,
Brothers, Timothy's New World
Coopers
1015% ,

230
1 .
1994 Starbucks
425 . ,
200
-. ,
,
Starbucks, .
Starbucks
Darker Roast,

Brownish,
.
Meridian
.
Pepsi
.
( Starbucks
,
Delta Airlines).
, Starbucks,
, .

(. . 44).
1993
: ,

,
,
,

. :
,

Starbucks,

.
, ,

.

97

2393 1 . . .

.
.
Starbucks;
27,5
32,5 .

,

.
1994
285
(
158 ),
,
, .

1995
.
Folgers, Maxwell House, Nestle, Chock Full
O'Nuts, Starbucks Brothers

.
,

.

.
,
,
,
, ,
.
.

.

.
,
, Brothers,
,

,
.
,
,
, .
, ,

.
.
Starbucks,
,
.

: CDI .

. 44. Starbucks
, 1994 Brothers
80
.
, Seattle's Best Coffee,

.
,
-.
, McDonalds Dunkin Donuts,
,
.
,
,

-. Starbucks...

, , Hambrecht &
Quist, Business Week
1994
.

,

.

,

,

.
- Starbucks

98


. ,
,
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1993
,
( )

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.


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:
,
,
.

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,
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,

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:

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,

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.
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, ,
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).

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.

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.

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,

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.


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,
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,

Wal-Mart Target.
?

, .
, P&G,
- . 1994

,
,
.
,
Starbucks

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Starbucks,
, ,
10 .

,
P&G.
,

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,
,
.

.

1991 , Starbucks,
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.
1994 .
,

Starbucks ,
. 1991 1994
, , 1991

,
.
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.

Starbucks.
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,
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McDonalds Starbucks
. , .
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-
,

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.
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,
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.

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.

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, ,
.
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.
, Sears, JC
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,

,
,
,

119


.
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,

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1980 -

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.

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, .
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,
1900 . Aldi

.
1979 Aldi
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,

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.
1988 , Aldi
, 1994
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,
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,

,
.

,

. 1990

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,
. .

120

. 54. -

121

Charles Schwab

-

,
,
-
Wall Street

. 1990
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,

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.

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.
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.
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75 , Schwab 39
.

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1980

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,

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,
,

: -,
122

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, Schwab

.
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,
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,

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; 1993
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,

.
,
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.
, Schwab

.
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,
.
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Charles Schwab

(,
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, , ,
, )

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)
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, 22 400
. 1994
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.

,
. 1994 ,

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.
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.

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,

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.
80-

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,
.

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,
.
.

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,
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W.W.Grainger.

1100
73 000

,

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.

. ,

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.
, Grainger

.
Grainger

.

300 ,


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.

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,

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,

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,
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Grainger
,

,
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, 50 .

-

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.
-
,
.
,

12% ;
46%.
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20 .
Dell Computer
1990 .
,
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Apple Windows Microsoft
,
.

, .

1600 500
1989 1992.

124

-,

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. 24%, Compaq 20% (
).
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. Radio Shack

.

.
IBM 150 000

,
-,

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.
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, 4
.

, .

.

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:

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,

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.

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.
,
80- Wal-Mart
.
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Wal-Mart
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.

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,

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.

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.
,

1900

130 , Grainger ,

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,
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,
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,

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IBM DEC
!

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:

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.

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,

-.

,

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,

- ,

126

,
,

,

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.

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,

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.



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.

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,

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.
,

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,

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HEWLETT-PACKARD

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,

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,

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.

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. 1994 IBM

.
IBM

, ,
1994
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,

Nike,

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.
,

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,

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.
, 1989 12

,
.

.

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, ,
IBM ,

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,
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.
:

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, ,
,
, IBM.

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Inc

134

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,
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19
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,

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,

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)

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-,

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1988 1993 400 .

144

.
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Corporation
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-,

, 1989 1993
1 .
,

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,
,

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.
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IBM.
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( 1983
IBM 111
).

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1953 ;
50-


1959 ;
1964
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- ;
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;
1981
.
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.
1985
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,

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,
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1995 Intel
.
.

RISC,
IBM-Motorola;

.
Merck
10 ,

33 :
1978
,

;
1990
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,
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171

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1983 ,

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174


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175