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8)
65.290-2 73 21
:
,
A.IT.
.
.
.:
ISBN 5-94369-018-2 (
ISBN 5-16-000950-7 (
19-924163-5 (
.)
)
) ISBN 0-
,
.
,
,
;
,
.
,
,
,
.
339.138(075.8)
65.290-2 73
ISBN 5-94369-018-2 (
5-16-000950-7 (
.)
) ISBN
) ISBN 0-19-924163-5
.
Grahame Dowling, 2001
.
, 2003
, 2003
: PRESSI ( HERSON )
University Press.
...............................................................................................................................
VII
.................................................................
IX
..................................................................................................................... XVI
...............................................................................................................................
XX
I.
1.
:
...........................................................
..................................................................................................
29
,
2.
2.1.
.
AIR-INDIA
:
................................................................ 50
3.
:
.............................
II.
55
4.
:
.................................................. 77
5.
:
................................................................. 101
6.
:
................................................................................. 126
7.
:
.............................................................................. 151
7.1.
.
CHEVRON:
................. 187
8.
:
,
9.
.............................. 201
,
:
............................ 234
V
: PRESSI ( HERSON )
III.
10.
:
.......................................................................................................... 265
11.
:
................................................................................................ 290
12.
:
.................................... 318
13.
:
12
................................................................................................................ 351
:
(Corporate Reputations: Strategies for Developing the
Corporate Brand. London: Kogan Page, 1994). 1997 .
of
,
.
,
.
,
,
,
,
,
.
VII
: PRESSI ( HERSON )
,
,
,
.
,
,
.
:
{
/ University of
Newcastle);
{
/ University of New South Wales).
grahamed@agsm.edu.au
,
;
.
.
II
,
,
.
.
,
,
,
.
,
,
,
,
,
,
,
,
.
IX
: PRESSI ( HERSON )
,
,
.
.
,
.
,
,
,
,
.
XX .
-
.
.
,
,
goodwill (
)
,
.
,
80
.,
Coca-Cola,
23%.
,
.
,
.
.
,
,
,
,
,
,
6,8
100
,
.
.
2001 .
,
. Procter &
I
-
Gamble
, Nestle
, Gallina Blanca
.
,
,
.
-
.
,
.
1997 .
I
-t i
,
.
1 lo-
.
Catbury
,
-i
:
i
-
,
.
,
XI
: PRESSI ( HERSON )
PR
.
,
.
,
,
.
,
.
.
,
.
,
,
.
,
,
PR,
,
,
,
.
,
.
,
.
,
PR,
,
.
,
,
.
XII
,
,
.
Shewon
|)>
,
,
PR,
.
,
.
.
: PRESSI ( HERSON )
,
,
,
,
,
,
.
.
,
.
.
,
,
.
.
.
.
,
,
.
.
,
,
?
:
,
,
.
McGRAW-HILL MAGAZINES
XVI
: PRESSI ( HERSON )
10)5
McGraw-Hill
,
,
,
.
:
)
)
)
?
?
?
,
,
,
,
,
.
,
,
,
ABB, AT&T, Body Shop, BMW, Canon,
Disney, Ford, General Motors, IBM, Intel, Microsoft, Mobil, NTT,
Philips, Oantas, 3M, Shell, Sony, Toshiba, Virgin, Volvo, Wal-Mart
Xerox.
McGraw-Hill
.
,
:
,
,
?
?
i
-i
I
.
XVII
,
-
.
,
.
,
,
,
,
,
. 13.
,
.
,
.
,
,
,
PR.
,
,
,
,
,
.
?
,
.
,
.
(
)
XVIII
: PRESSI ( HERSON )
20
,
,
,
PR.
.
,
,
-
,
(corporate identity),
(corporate image)
reputation).
.
(corporate
-
,
,
.
,
,
,
.
,
,
, |
,
.
,
.
.
,
,
,
.
,
:
-
,
.
,
(
)
!
,
.
Fortune
10
,
,
,
.
1984
Fortune
500
.
:
,
,
,
,
,
,
.
America's
Most
Admired
Companies
(
www.fortune.com).
1999 .
-
,
,
,
.
XX
: PRESSI ( HERSON )
500
, 1999 .
1. General Electric
495. Humana
2. Microsoft
3. Dell Computer
4. Cisco Systems
5. Wal-Mart
6. Southwest Airlines
7. Berkshire Hathaway
8. Intel
9. Home Depot
10. Lucent Technologies
496. Revlon
497. Trans World Airlines
498. CKE Restaurants
499. CHS Electronics
500. Rite Aid
501. Trump Resorts
502. Fruit of the Loom
503. Amerco
504. Caremark Rx
.
0
,
Fortune,
,
-
,
( )
(return on assets, ROA)
(comparative
.
advantage)
,
,
. 1
.
,
.
,
-
,
.
-
.
,
,
,
.
,
,
,
.
.
.
,
.
,
.
,
,
.
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.
,
.
,
,
,
-
,
,
.
.
,
,
,
,
,
),
,
(
,
,
-
,
,
,
,
.
XXII
: PRESSI ( HERSON )
,
,
.
,
,
(Tom Peters)
(Robert Waterman)
.
,
,
,
'.
,
-
,
.
,
,
-I
.
.
,
,
,
,
.
,
.
,
,
.
-I
:
,
.
,
,
.
.
,
,
.
,
,
,
.
,
Apple Computer, Body Shop, Harley-Davidson, Playboy
Enterprises, Porsche, Quantas
Virgin,
.
.
,
.
,
,
.
,
.
,
.
.
,
,
.
.
.
.
,
-
,
,
.
,
,
.
,
.
,
,
,
.
,
,
XXIV
: PRESSI ( HERSON )
.
.
,
,
,
)
.
,
,
.
,
,
.
,
,
,
.
-
,
.
,
.
,
,
.
,
: PRESSI ( HERSON )
:
,
,
:
,
vi
,
.
.
,
,
.
,
,
,
.
,
,
,
.
,
,
-
ca
.
.
,
,
,
.
,
.
,
.
,
.
.
.
.
,
,
.
,
(
).
.
,
.
.
: PRESSI ( HERSON )
Nike
(
),
AT&T
British Airways
,
.
(
,
1989
ep
Exxon,
{Exxon Valdez)
,
.
1987 .
.
.
,
.
.
.
,
.
-
,
,
IBM PC Jr.
Body Shop's
,
,
(
,
Apple Newton PDA,
New
).
.
,
,
.
,
.
,
.
,
,
,
,
,
.
(
),
,
,
,
,
.
.
de facto
.
,
.
-
,
,
,
.
,
.(
.)
,
,
,
,
,
,
,
,
-
,
.
,
: PRESSI ( HERSON )
;
,
,
,
,
,
,
-
.
,
.
.
,
,
,
.
,
:
1.
(
,
,
).
2.
,
(
).
3.
(
)
,
2
(
).
,
,
4.
,
(
,
).
5.
(
).
6.
).
7.
(
,
Windows 95
,
Microsoft
).
8.
(
).
9.
(
,
,
).
10.
(
,
,
Johnson &
Johnson
).
11.
.(
Qantas
,
156
6,6
.
.
,
.
.)
,
.
: PRESSI ( HERSON )
12.
IBM
,
).
13.
,
,
:
1.
.
2.
,
,
,
.
3.
,
,
.
4.
Air-India
,
. (
. 2.)
.
-
,
,
-
.
,
11
I.
in 1>
,
,
IMIIIIM
livinney and G.Dowling, 'Getting the Piper to Play a Better Tune:
Under-Kllng and Resolving AdvertiserAgency Conflicts', Journal of
Business-toss Marketing, 6, 1 (1999), 1958.
.
-
.
,
.
,
),
Disney
Singapore Airlines
).
.
,
,
.
,
.
Procter & Gamble
.
,
4 ,
,
.
(place),
(product),
(price),
(promotion),
.
,
1.1
IBM
,
,
,
.
1.2.
10
: PRESSI ( HERSON )
1.1
IBM
1981 .
IBM
,
,
IBM PC
.
,
,
,
,
Apple Computer,
.
,
IBM
.
1983 . IBM PC
,
Apple,
IBM
2
.
IBM
,
.
IBM PC
.
,
,
IBM
.
,
,
IBM
Apple
,
:
IBM
).
.
:
IBM.
,
IBM PC
,
,
.
.
: W.H. Davidow and . Uttal, Total Customer Service: The
Ultimate Weapon (New York: Harper & Row, 1989).
, 1.1
: R.
Cringely, Accidental Empires (Reading, MA: Addison-Wosley, 1992).
11
1.2
?
1983 .
Toyota
.,
Corolla
Geo Prizm
1989 .
.
GM.
,
10%
,
18%
,
1989
Geo,
?
,
,
Toyota
,
GM.
Toyota,
,
GM.
,
.
.
80
11,1
.
.
.
1990-1994 .
10,3
200
.
., GM
107
10,7
Toyota
128
. Toyota
GM,
'.
.
,
.
.
Corporate Reputation Review
(Summer 1997): P. Roberts and G. Dowling, 'The Value of a Firms'
Corporate Reputation', 72 76; L. Gaines-Ross, 'Leveraging Corporate
Equity', 51-56; J. Gregory, 'ROI: Calculating Advertising's Impact on
Stock Price', 56 60; R. Srivastava, T. Mclnish, R. Wood and A. Capraro,
'The Value of Corporate Reputation:
12
: PRESSI ( HERSON )
(Peter Roberts)
,
:
,
,
,
,
,
.
(
).
,
).
Fortune 1984
4
,
500
,
1995 .
.
.
.
,
,
(
)
.
:
1.
(
).
2.
,
,
,
(
500
Fortune.
).
,
.
,
,
.
,
,
1.1),
,
1
.
.
,
.
,
,
.
,
,
.
.
?
(David Ogilvy),
,
,
,
)
,
: PRESSI ( HERSON )
,
.
,
.
,
,
.
,
,
,
,
,
,
,
, .
,
-
,
,
.
.
-
,
,
,
.
. ,
,
.
:
,
.
:
.
15
,
(Pierre Martineau),
Chicago Tribune,
,
,
,
.
.
,
)
,
.
.
,
,
,
).
1950-
,
.
1990-
,
. 9
,
,
.
-
,
.
,
,
,
,
,
.
,
.
1
Journal of Retailing.
16
: PRESSI ( HERSON )
,
.
.
-
,
,
,
,
(
),
(
.
,
1.3,
. 1.1).
.
,
1.3
:
,
.).
:
),
.
:
,
,
),
.
:
,
,
17
,
,
. 1.1.
'.
,
-
,
(
),
),
(
,
).
: S. Kennedy, 'Nurturing
Corporate Images', European Journal of Marketing, II-, 3 (1977), 129
164; R. Worcester, 'Corporate Image Research',
R. Worcester (ed.),
Consumer Research Handbook (London: McGraw-Hill, 1972).
( ,
18
: PRESSI ( HERSON )
(
).
,
.
.
,
.
,
-
'.
,
,
,
,
,
,
.
,
-
(
,
),
.
,
.
-
.
.
. 10
,
,
,
. Rokeach, The Nature of Human Values (New York: The Free Press,
1973); L. Kahle, Social Values and Social Change: Adaptation to Life in
America (New York: Praeger, 1983); S. Schwartz and W. Bilsky, 'Toward a
Universial Psychological Structure of Human Values', Journal of
Personality and Social Psychology, 53, 3 (1987), 550-562.
H. Hu, 'The Chinese Concepts of Face', American Anthropologist, 46
(1944), 45-64.
.,
, J. Podolny and D. Phillips, 'The Dynamics of
Organizational Status', Industrial and Corporate Change, 5, 2 (1996),
453471.
19
,
,
,
.
,
,
.
,
. 1.1,
,
.
. 1.1
,
:
,
.
(
)
).
-
McDonald's
.
Merrill Lunch
,
,
.
,
,
:
.
,
,
.
,
,
,
.
.
20
: PRESSI ( HERSON )
,
.
,
.
,
),
,
).
.
,
,
(Sam Walton)
,
Wal-Mart
,
,
.
,
?
Wal-Mart
?
.
,
).
,
-
,
Body Shop.
(Anita Roddick)
Body Shop
,
,
,
.
,
,
.
,
,
.
,
.
,
.
21
,
.
,
-
,
(
,
Touchstone Pictures
.)
,
.
-
.)
Marks and Spencer
,
(Richard
Branson),
,
Virgin
,
,
Johnson & Johnson
,
.
,
,
.
Sharp,
. 4.
Canon, Kao
.
1990-
.
,
Densu
;
(
);
);
,
;
;
.
,
.
(
)
,
,
22
: PRESSI ( HERSON )
(i ia6opa
),
,
.
-
,
,
.
,
. 1
)
.
,
Fortune.
500
,
,
. (
:
')
(Jack Welch) General
Electric;
(Bill Gates) Microsoft;
(Michael
Dell) Dell Computer;
-I >
(John Chambers) Cisco
Systems;
(David Glass) (
/ Sam
Walton) Wal-Mart;
(Herb Kclleher) Southwest
Airlines;
(Warren Buffett) I Berkshire Hathaway;
(Craig Barrett) (
I
/ Andy Grove)
Intel;
(Arthur Blank)
Depot
(Richard McGinn) Lucent Technologies. I.
,
,
,
.
,
.
Merrill Lynch
.
.
,
,
.
,
.
.
,
23
,
,
,
.
,
.
,
.
.
:
)
)
;
,
,
,
;
)
,
,
,
.
,
,
,
.
(
,
,
,
.
,
.
,
,
,
,
24
: PRESSI ( HERSON )
.
,
,
,
,
,
(goodwill).
,
,
.
Philips
Lucent Technologies
Bell Laboratories)
.
{Philips)
{Lucent).
,
.
,
,
.
,
,
?
,
,
1
,
-
,
.
.
,
,
,
(
,
,
,
Nike
Shell
).
.
,
,
.
:
-
Ford
.
,
,
.
,
Saab
9-5
.
.
,
Saab
,
1990
.
General Motors.
,
,
.
.
-
,
.
,
,
.
26
: PRESSI ( HERSON )
,
,
,
.
,
.
'.
,
,
11
,
(
.
,
,
.
,
.
.
.
,
,
.
,
.2
.
.
-
,
,
,
.
27
.
,
.
. 2,
.
,
:
,
.
,
,
. 1.1
. 8.
,
-
,
.
,
-
.
,
,
.
,
,
,
.
,
,
: PRESSI ( HERSON )
. 1,
.
(
!
,
.
,
,
.
. 1
11
.
.
,
.
,
.
,
.
,
,
,
-
.
,
,
,
.
,
.
,
29
,
!
,
,
.
,
,
.
.
,
.
)
.
:
?
,
.
-
.
,
(Charles Revson),
.
Revlon,
:
;
.
,
.
2.1.
,
,
,
,
.
,
30
: PRESSI ( HERSON )
2.1
?
Apple, Compaq
,
Apple
.
,
Xerox
.
,
,
.
,
,
.
:
,
,
,
.
National Geographic,
.
Polaroid
,
,
(
,
),
.
,
-
.
,
PepsiCo
.
,
.
,
1
.
,
Pepsi),
!1
?
,
,
.
.
.
.
An (7UP)
,
.
2.
,
-
.
,
,
,
.
,
,
,
.
,
,
,
.
,
.
(
.
.
32
: PRESSI ( HERSON )
,
,
,
.
.
Harley-Davidson ]\ ^
.
Harley_Davjdson
^
-
,
(
),
McDonald's
).
,
Samsung
)1.
(
:
,
,
,
(
),
,
,
Weet-Bix,
Sanitarium
Food
Health.
,
,
.
,
PS
,
(
3%
30%
).
,
Sanitarium
Weet-Bix,
,
Kellogg].
,
.
,
(
,
.
,
,
.
,
,
,
,
.
-
.7
Chevron.
;:
,
.
,
.
: PRESSI ( HERSON )
,
,
. 2.V.
,
.
,
,
,
),
.
Standard & Poors
Moody's.
,
,
,
.
.'
I
i i, "L!
''
<
/
. 2.1.
ii 1
,
: D. ten Berge,
1 First 24 Hours, (Oxford: Basil Blackwell, 1988).
G. Savage, T. Nix, . Whitehead, and J. Blair, 'Strategies i
Assessing and Managing Organizational Stakeholders', The Executive, 5, 2
il'i'H), 6175.
35
(Elaine Prior)
1997 .
1,56
.
.."
,
,
,
,
,
,
.
.
o
.
.
,
,
.
,
,
.
,
,
DHL, FedEx
UPS
,
,
Service)
.
,
.
(United States Poslal
,
,
.
,
.
. James, 'Intimacy Key to Analyst's Success', Australian Financial Ren, (21 April
1997).
36
: PRESSI ( HERSON )
.
,
1
.
.
,
,
(
. 6).
,
,
.
,
.
-
,
.
,
(
),
,
.
,
.
Xerox
(Joseph
Wilson),
,
,
.
.
Harley-Davidson
(Harley Owners
Group HOG).
,
.
,
,
,
,
,
.
-
37
,
.
.
,
,
,
,
.
. 12.
,
.
,
,
,
.
(
,
,
.(
.).
2.1.)
,
.
,
,
.
,
,
,
,
.
,
(
,
. 2.1
15
.
38
: PRESSI ( HERSON )
:
1
.
,
,
. 2.1,
,
.
.3
,
.
,
,
.
.
,
.
,
.
.
,
,
,
)2.
:
-
.
1
c<i|>iio|>uiMiiHan
,
(
,
,
),
.
-
,
,
,
,
.
( )
(
)( )
2.2
(
,
Nestle
,
.
,
.
.
,
.
-
.
,
,
,
.
,
,
,
,
,
.
,
.
,
.
,
.
,
,
-
40
: PRESSI ( HERSON )
2.2
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Dec. 1995), 6273; M. Maqbool and A. Khan, 'Air-India Shifting to Prayer from
Jokes', Ad Age International (Nov. 1996), 14;
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Fortune (1 March 1999), 3031.
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Member Identification', Administrative Science Quarterly, 39, 2 (1994),
239262.
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omptinies to Work for in America', 3847.
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W.H. Davidow and . Utal, Total Customer Service (New York: Harper &
Row,
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: S.A. Waddock and
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Strategic Management Journal, 18 (1997), 303319; D.J. Wood and R.E. Jones,
'Stakeholder Mismatching: A Theoretical Problem in Empirical Research on
Corporate Social Performance', International Journal of Organizational Analysis, 3
(1995), 229267; D.B. Turban and D.W. Greening, 'Corporate Social Performance
and Organizational Attractiveness to Prospective Employees', Academy of
Management Journal, 40 (1997), 658672. M. Orlitzky, F.L. Schmidt, and S.L.
Rynes, 'The Positive-sum Game of Modern Capitalism: a Meta-analysis of
Corporate Social / Environmental Performance and Financial Performance',
unpublished paper, Australian Graduate School of Management (2000).
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of Vision and Vision Communication to Venture Growth in Entrepreneurial Firms',
Journal of Applied Psychology, 83, 1 (1998), 4354.
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1, 2 (1987), 109146.
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: J. Baum, E. Locke, and S. Kirkpatrick, 'A
Longitudinal Study o1 the Relation of Vision and Vision
Communication to Venture Growth in Entrepreneurial Firms',
Journal of Applied Psychology, 83, 1 (1998), 4354.
79
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: J. Abrahams, The Mission Statement Book (Berkeley,
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,
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109-116.
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.
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98
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Benz.
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100%.
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; Asea Brown
; Canon, Matsushita,
.
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Ries)
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Microsoft 1990.
1960- , Sears
1970- ,
.
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Rolm
1984 .
1989;
Coca-Cola
Columbia Pictures 1982 .,
1989
(
1,5
.
);
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Kodak
Sterling Drug 1988 .,
1994.
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5
103
: PRESSI ( HERSON )
,
5.1
,
,
-I
.
I
-I
,
|
.
: A. Ries, Focus (London: HarperCollins Business, 1996); A. Ries
and J. Trout, Positioning: The Battle for Your Mind (New York: McGraw-Hill,
1986).
1985
1996 .
Rubbermaid
22-
Fortune.
,
1997
,
.
14%,
1950-
1980
.
25%.
,
12,25%.
,
.
.
15%
1980.
1970-
,
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1990-
,
.
,
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.
(Schmitt)
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Dow Corning.
104
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,
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,
,
.
Levi's,
.
(Robert Haas)
1971 .
,
,
Disney,
,
R. Buzel and . Gale The PIMS Principles:Linking Strategy to Performance (New
York: The Free Press, 1987); Managing Consumer Value: Creating Quality and
Service That Customers Can See (New York: The Free Press, 1994).
C.K. Prahalad and G. Hamel, 'The Core Competence of the Corporation',
Harvard Business Review (MayJune 1990), 7991.
N. Munk, 'How Levi's Trashed a Great American Brand', Fortune (12 April
1999), 32-42.
105
: PRESSI ( HERSON )
I
.
. 5.1.
: L. Brown,
,
.
(Raymond Miles)
(Charles Snow)
,
,
'.
:
R. Miles and . Snow, 'Fit, Failure and The Hall of Fame', California Management
Review, 26, 3 (Spring 1984), 1028; R. Miles and Snow, Fit, Failure & the
Hall of fame (New York: The Free Press, 1994).
106
,
;
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.
.
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,
,
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107
: PRESSI ( HERSON )
,
5.2
Chrysler.
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GM
,
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1960-
.
.
1980.
.
1960.
Honda, Kawasaki, Yamaha
Honda
BSA, Norton
Triumph,
Suzuki.
.
125
250
.
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!
108
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,
,
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.
,
,
,
,
.
: R. Miles and . Snow, Fit, Failure & the Hall of Fame
(New York: The Free Press, 1994) M. Christopher, S. Majaro, and M.
McDonald, Strategy Search (Aldershot: Gower, 1987).
,
.
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,
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,
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109
: PRESSI ( HERSON )
. 5.2.
,
.
(Robert Goizueta),
,
:
,
1.
),
.
-
J. Huey, 'The World's Best Brand', Fortune (31 May 1993), 24-32.
110
,
,
.
.
,
,
,
?
,
,
,
.
,
,
.
.
Xerox 198095%
19601970.
. 1970 .
.
1982 .
13%.
.
Xerox
.
Xerox.
,
.
,
,
.
Xerox
(Paul Allaire)
,
,
.
.
,
.
Xerox
. 5.3.
,
,
,
.
: PRESSI ( HERSON )
(1990-
.)
(1980-
(1970-
.)
.)
. 5.3.
Xerox,
,
,
),
.
,
(
,
-
).
1960 .
(Kenichi Ohmae)
1986
,
1
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,
.
.
,
,
,
.
,
.
,
.
,
,
1
112
.
.
(Derek
Abell)
;
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,
.
Philips
(
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),
,
,
,
Philips,
,
(
,
.
,
,
.
1995 .
(Alto).
,
.
,
,
.
,
,
?
,
:
-
.
D. Abell, Defining 4he Business: The Starting Point of Strategic,
Planning (Englewood Cliffs, NJ: Prentice Hall, 1980), ch.3.
113
: PRESSI ( HERSON )
,
.
,
-
,
.
,
.
1993 .
-
40
,
.
Body Shop
,
:
,
;
;
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;
,
,
.
Starbucks.
,
General Foods, Nestle
,
.
1
2
. Prahalad)
,
(Gary Hamel),
114
.
.
Honda
,
,
,
-
,
,
.
Canon
,
.
,
.
,
,
,
-
,
(
)2.
,
,
.
.
,
,
. 5.1.
,
,
.
. Prahalad and G. Hamel, 'The Core Competence of the Corporation', Harvard
Business Review (MayJune 1990), 79-91; G. Hamel and C.K. Prahalad,
Competing for the Future (Boston: Harvard Business School Press, 1994). G.R.
Dowling, 'Market Driving Companies: The Goal of Innovation is to Create a
Dominant Design', Working Paper No. 95113, Australian Graduate School of
Management (1995).
115
: PRESSI ( HERSON )
,
5.1
Sony Walkman
Ikea
-
Kellogg's, Toyota
Argyle
Intel
Pilkington
Body Shop, Nike
Ikea, McDonald's
Wall-Mart.
Wall-Mart
.
McDonald's
,
.
Ikea
.
Ikea
,
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,
,
.
.
116
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(
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.
,
1
: PRESSI ( HERSON )
.
,
(
,
(
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,
,
.
,
.
(
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,
.
,
. 5.2
,
,
.
-
,
,
1979
.
(Henry Mintzberg)
.
2
,
1
;
;
.
. Mintzberg, The Structure of Organizations (Englewood Cliffs, NJ: Prentice
Hall, 1979).
118
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-
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.
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,
.
,
.
.
.
.
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119
: PRESSI ( HERSON )
,
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.
.
.
,
.
,
,
(
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,
.
,
,
.
GM
.
,
.
:
( 13 700
33 084
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(
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( 13 500
31 370
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27 139
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( 9995
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( 34 990
68 043
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( 11 074
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.
,
1
1996). 120
GM?
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Chevrolet
.)
,
:
,
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Nike
,
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Dell Computer
,
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,
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(
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,
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,
,
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(
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,
121
: PRESSI ( HERSON )
,
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(
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(adhocracy).
.
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-
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,
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,
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.
122
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,
!
(
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,
. 1.
-
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,
(
,
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,
,
(John Hauser)
.
,
: PRESSI ( HERSON )
,
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.
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(
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,
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(Sam
,
,
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124
,
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,
.
,
.
,
.
: PRESSI ( HERSON )
,
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1914 .
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126
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,
1991 .
,
,
,
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.
)
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MAC)
, 1996 .
30
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1200
,
,
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?
30
,
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.
,
'
. Bates, S. Amundson, R. Schroeder, and W. Morris, 'The Crucial Interrelationship Between Manufacturing Strategy and Organizational Culture',
Management Science, 41, 10 (1995), 1565 1580.
128
6.1
Kotter)
(John
(James Heskett)
207
,
11 -
.
,
Shell,
,
,
PepsiCo, Wal-Mart
,
,
682%,
901%.
,
,
166%,
74%.
:
1.
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.
2.
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,
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3.
4.
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5.
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129
: PRESSI ( HERSON )
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130
.
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,
6.1,
.
(Harrison Trice)
(Janice Beyer)
,
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1986
1987
IBM,
,
),
, Citibank
(
,
(
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),
)
(
(
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,
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;
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IBM,
:
(Lou Gerstner)
;
,
.
.
,
,
: PRESSI ( HERSON )
,
,
.
,
,
(
. 5,
.
)
.
. 6.1
Wal-Mart
1993 .),
1
. 6.1.
Wal-Mart
: J. Davis and T. Devinney, The Essence of Corporate Strategy [Sydney: Allen & Unwin,
1997], 52.
1
G. Johnson, 'Managing Strategic Change: Strategy, Culture and Action', Long Range Planning, 25, 1 (1992),
28-36.
132
(
),
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,
.
Wal-Mart
)
,
).
(Sam Walton)
,
,
,
.
,
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.
.
American Express
)
,
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(
)
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(J.C. Fargo)
,
:
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1
: PRESSI ( HERSON )
,
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-
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(
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,
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SAS {Scan).
,
-
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,
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Apple
,
,
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,
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Mercedes-Benz.
,
134
,
,
.
,
,
-
1.
,
.
Mercedes-Benz
Apple
,
,
-
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(
).
,
,
. (
6.1.)
.
,
,
.
,
(
.
,
.
,
,
.
1970-
1980-
: PRESSI ( HERSON )
135
,
,
,
.
,
.
,
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,
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.
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.
.
6.1,
136
,
1990-
IBM
,
.
.(
.)
,
,
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IBM
(
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,
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.
IBM
('Big Blue'),
.
,
,
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McKinsey &
'.
,
-
(
,
),
McKinsey),
(
,
),
),
(
,
).
,
1
137
: PRESSI ( HERSON )
,
.
(Marvin Bower),
,
.
1967 .
1950
McKinsey
.
,
.
.
,
IBM (
),
,
.
McKinsey
,
-
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,
.
IBM
.
McKinsey
.
,
.
,
,
(
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,
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138
).
.
,
,
.
McKinsey
(
)
.
:
Wal-Mart,
General Electric
,
Virgin
.
,
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,
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,
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(
).
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,
.
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.
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139
: PRESSI ( HERSON )
,
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,
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. 6.1.
.
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140
.
-
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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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,
,
Chrysler1.
,
Chrysler,
,
1979 .
,
. (
.)
,
.
,
.
,
-
: PRESSI ( HERSON )
Chrysler.
,
,
,
,
.
.
,
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-
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.
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.
,
,
!
,
,
.
,
.
,
,
.
IBM.
,
,
,
,
.
,
,
,
.
,
(Norman
Chorn)
.
142
Gattorna
Chorn
Strategy
Consultants,
,
^ lUHUlvllRlli* ....................
.
,
,
.
-
,
.
,
,
,
,
,
.
Apple,
Chrysler,
zon) SAS,
British Airways
,
(Jan Carl-
GE,
,
.
. 11
,
.
,
.
-
,
.
.
,
,
.
.
.
,
,
,
,
,
.
143
: PRESSI ( HERSON )
,
,
,
,
,
.
.
.
.
.
.
United Airlines
1994
,
-
.
,
,
.
,
,
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.
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1
144
,9 ,<40-44...
. 6.2.
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,
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,
,
(Chainsaw Dunlop)
145
: PRESSI ( HERSON )
1980-
1990-
,
.
,
,
,
.
(
),
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,
.
,
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.
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.
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.
,
,
.
,
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146
,
-
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1
,
.
,
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,
.
(Charles Handy)
,
,
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,
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-
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,
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)
,
.
,
, )
.
,
.
,
,
,
-
,
,
A. Coombs, AdLand (Melbourne:
William Heinemann Australia, 1990). Handy,<r-Me ? Gods .of
Management (Oxford: Oxford University Press, 1995).
147
: PRESSI ( HERSON )
.
-
,
,
,
.
,
,
-
.
,
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,(
.)
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148
.
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149
: PRESSI ( HERSON )
.
,
.
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,
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.
Southwest Airlines
.
. 4,
Nader)
.
,
(Ralph
).
,
,
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.
.
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.
,
,
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-
: PRESSI ( HERSON )
,
7.1
1.
)
,
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2.
3.
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,
,
4.
5.
,
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6.
,
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7.
,
McGraw-Hill).
(
,
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,
73-
BMWH&CTO
5.)
,
.
.
,
,
Pfizer.)
,
,
Intel.
152
1991 .
386 (
)
586,
486
.
,
.
,
1991 .
Intel Inside.
,
,
.
Intel
30
50%
Intel Inside
.
1
.
,
).
. 19701980.
.
,
,
1990-
.
.
-
.
,
,
Ford
Motorola
,
,
.
. Keller, Strategic Brand Management (Upper Saddle River, NJ: Prentice Hall,
1998), B-l to B-23.
D. Schumann, J. Hathcote, and S. West, 'Corporate Advertising in America: A
Review of Published Studies on Use, Measurement and Effectiveness', Journal of
Advertising, 20 (Sept. 1991), 3556; P. Alvarez, 'Overall Media Buying Stagnates
but Targeted TV Booms', Public Relations Journal, 49 (Aug. 1993), 14 17.
J. Gregory with J. Wiechmann, Marketing Corporate Image (Chicago: NTC
Birsin'ess Books, 1991).
153
: PRESSI ( HERSON )
)
,
3%
.
,
,
.
.
.
& , Chevron, General Electric, Du Pont
,
Westinghou.se,
.
1998 .
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. 73%
,
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,
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Chevron,
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1
154
?
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.)
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3.
.
,
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.
155
: PRESSI ( HERSON )
,
7.1
:
.
(George Bobinski)
(Gabriel Ramirez)
,
,
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:
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227
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156
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International Journal of Advertising, 11, 4 (1992), 307324; R. Javalgi,
M. Traylor, A. Gross, and E. Lampman, 'Awareness of Sponsorship and
Corporate Image: An Empirical Investigation', Journal of Advertising, 23,
4 (1994), 4758; and Hiestand, 'Marketing Research'.
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Winters, 'Does It Pay to Advertise To Hostile Audiences With Corporate
Advertising?' Journal of Advertising Research, 28, 3 (1988); Lewis
Winters, 'The Role of Corporate Advertising In Building a Brand
Chevron's Pre-Conversi-on Campaign in Texas', paper presented to The
Tenth Annual Advertising and Consumer Psychology Conference (1617
May 1991, San Francisco); John A. Quelch, 'Chevron Corporation', Harvard
Business School, Case 9-591-005 (June 1993); Lewis Winters, personal
presentation to MBA students at the Australian Graduate School of
Management (Oct. 1994).
187
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and F. Orenstein, 'What One Little Ad Can Do', Journal of Advertising
Research, 10, 4 (1970), 313; G. McCor-kell, Advertising That Pulls
Response (Maidenhead, UK: McGraw-Hill, 1990), 10 13.
*** T. Devinney and G. Dowling, 'Getting the Piper to Play a Better Tune:
Understanding and Resolving Advertiser-Agency Conflicts', Journal of
Business-to-Business Marketing, 6, 1 (1999), 1958.
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: P. Kavanaugh, 'Creating the Identity for a $20
Billion Start-up', Design Management Journal, 8, 1 (1997), 20
25; A. Schechter, 'Building a Global Brand', Design
Management Journal, 8, 1 (1997), 4044.
211
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,
(
).
,
,
.
)
,
?
R. Hoverstad, 'Vividness as a Means of Attracting Attention: A
Revised Concept of Vividness',
R. Belk, G. Zaitman, R. Bagozzi,
.
,
.
.
(
8.3.
.
,
.
Lucent Technologies
-
,
.
,
(
(
),
,
).
,
-
,
,
?
,
,
,
,
.
-
,
.
,
8.1,
.
Lucent Technologies
,
Imation,
.
:
Bell
Imation.
Laboratories
.
Lucent
,
Bell
!
213
: PRESSI ( HERSON )
.
-
,
.
,
,
,
,
,
.
,
,
.
.
Campbell Soup
) Company, Chase
Manhattan Bank, US Steel
) China Light
) & Power
).
,
,
,
/
.
,
,
.
(Al Ries)
(Jack Trout)
2
.
,
,
,
.
,
,
.,
.
:
.)
214
.:
, 2001.
,
.
,
:
Compaq ( .
).
Weight Watchers, Lean
.
Cuisine
Healthy Choice (
).
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).
Intensive Care ( .
).
Close-Up ( .
).
DieHard ( .
).
U-haul ( .
).
,
,
(British Design Council),
(Right to Life),
(Freedom from Hunger)
Greenpeace ( .
).
:
,
,
.
,
,
(Health
(Air Canada);
Canada);
.1.
(Revenue Canada)
.
,
,
,
,
.
,
,
.
,
,
. Selame and J. Selame, The Company Image (New York: John Wiley &
Sons, 1988).
215
: PRESSI ( HERSON )
,
,
.
,
,
,
(
,
,
,
PR.
(
).
.
. 8.1
.
: )
? )
?
(Wally Olins),
,
1
,
,
.
,
,
(
).
,
1.
,
),
:
(
)
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.
,
,
8.1
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
!
2.
Kodak,
Coca-Cola, Xerox
,
,
.
,
,
a Kodak
Xerox
,
.
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,
CBS, CNN, CNBC, ESPN, NBC
?)
ABC,
.(
,
217
: PRESSI ( HERSON )
(
).
,
,
.
,
,
IBM FedEx,
International Business Machines
.
,
,
.
Federal Express
-
,
,
.
,
,
,
Hoechst
Management).
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.
,
.
,
!
Siemens
.
.
Bayerische
Motorenwerke
)
,
BMW.
(
).
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,
.
218
,
,
,
,
.)
,
(
6.
,
.
,
,
.
Leda Consulting Group.
,
,
?
,
7.
.
.
,
,
(
).
,
.
American Express.
,
,
1918 . (
).
,
,
,
.
,
.
Mitsubishi
,
,
,
.
219
: PRESSI ( HERSON )
8.
.
(
,
.)
.
, 1970 .
(Charles and Maurice Saatchi)
Saatchi &
Saatchi. 1975 .
Garland'-Compton,
Saatchi & Saatchi Garland-Compton.
Saatchi & Saatchi Garland Worldwide.
,
,
,
Saatchi & Saatchi.
KPMG Peat Marwick LLP
,
,
.
,
,
Burroughs
Unisys
,
,
.
Sperry,
British Airways.
9.
,
.
,
,
Serious').
Sabena
. D. Aaker, Managing Brand Equity (New York, The Free Press, 1991),
ch. 9; D. Aaker, Building Strong Brands (New York: The Free Press,
1996); K. Keller, Strategic Brand Management (Upper Saddle River, NJ:
Prentice Hall, 1998).
220
,
Experience, Never Again').
. 'Such A Bad
,
.
.
.
RJR Nabisco
.
(
).
1
.(
RJR
RJR Reynolds.)
Nestle
(
).
,
,
(Henri Nestle)
,
,
:
2.
.
,
,
,
,
3.
.
1
: PRESSI ( HERSON )
,
.
,
,
.
,
Qantas,
.
Nike
,
McDonald's.
(
Apple)
.
Shell.
170
,
,
.
,
,
.
Apple
Shell,
,
,
.
,
,
,
.
Institute)
,
(Marketing Science
,
.
,
,
.
,
,
.
.
,
,
.
,
.
,
8.4.
8.4
,
,
,
,
.
,
,
,
.
.
,
,
.
,
:
1.
(
Apple).
,
2.
{Jaguar, Shell).
(
3.
).
4.
,
(
Nike
,
,
Imation).
(
5.
Bell,
).
6.
,
.
: G. Dowling, 'Corporate Identity Traps', Working Paper 96002, Australian Graduate School of Management (Feb. 1996); P.
Henderson and J. Cote, 'Designing Recognizable Logos', Working Paper
96-124, Marketing Science Institute (Dec. 1996).
223
: PRESSI ( HERSON )
,
.
,
.
Ford,
Coca-Cola,
McDonald's.
Kodak
.
.
,
IBM,
IBM
Big Blue,
,
,
,
,
.
.
,
. (
!)
,
.
:
.
-
,
,
.
.
,
-
:
;
,
;
;
J.E. Miner, 'The Colour of Money', Marketing (Dec. 1991-Jan.
1992), 8-10; B. Schmitt and A. Simonson, Marketing Aesthetics
(New York: The Free Press, 1997), 92-97.
224
,
.
,
.
,
.
(
,
(
.).
,
),
,
,
.
,
.
,
,
,
Coca-Cola
,
,
:
Sony, Mersedes-Benz, Kodak, Disney, Nestle, Toyota, McDonald's,
IBM Pepsi1.
?
:
,
?
,
,
(
),
,
,
?
,
.
,
1
: PRESSI ( HERSON )
,
,
,
-
,
.
,
,
,
.
,
.
,
,
,
,
.
,
,
.
,
,
,
(
,
.
,
Memorex
Maxell,
.).
,
,
.
.
.
Mitsubishi
-
Lexus
,
,
2?
,
(
, ANA
,
(
,
.
.4
,
,
,
.
,
,
.
,
Leo Burnett
:
,
,
.
.
: PRESSI ( HERSON )
?
-
.
,
,
.
-
,
,
,
,
,
-
,
.
.
,
.
IBM,
,
.
,
.
?
,
,
.
McDonald's
.
228
,
.
,
(
).
,
,
.
.
,
,
.
,
,
.
.
,
,
,
,
,
8.3),
,
,
,
,
.
,
.
8.5.
,
,
,
-
229
: PRESSI ( HERSON )
.
,
,
-
.
8.5
Digital Equipment
1993 .,
(Robert Palmer),
,
,
.
(Peter
Phillips),
,
,
,
,
.
d, g
35
: 1)
,
digital
, 2)
3)
.
Sampson Tyrrell
,
digital
,
,
,
*. (
,
.)
,
?.
,
,
.
,
,
,
.
,
.
DEC,
,
Digital.
DEC,
,
,
Digital
.
,
.
230
Datsun
Nissan
Nissan**.
Datsun.
Nissan.
,
Nissan
.
.
,
Nissan
Honda
Toyota.
,
.
19821984 .
30
.
.
Datsun
Nissan.
1990Datsun.
Digital.
,
.
,
,
Digital.
,
,
240
.,
,
,
.
DEC
.
1988 .
.,
35,
Digital
.
,
.
,
.
,
,
?
),
.
: " Y.A. Venable, 'New Logo Preserves Brand Equity',
Business
Marketing (Aug. 1993), 18. " D. Aaker, Managing Brand Equity (New
York: The Free Press,
1991), 5658.
:
9
: PRESSI ( HERSON )
231
.
-
,
.
(
),
).
:
,
.
,
)
Davidson, Marriott, Philips, Shell
,
,
BMW, Exxon, HarleyToyota,
.
,
,
,
,
,
,
.
.
,
,
),
(
.
232
,
.
,
,
,
,
.
-
: PRESSI ( HERSON )
,
-
.
Gucci,
,
Moet & Chandon,
.
,
,
,
,
-
.
1980-
General Motors
(Bedford).
Vauxhall
,
GM
Products).
234
(Vauxhall)
Bedford
,
Spark Plug
Delco
,
Vauxhall Bedford,
GM[.
GM,
GM,
,
:
GMn
?
,
-
,
.
GM,
,
Vauxhall Bedford
,
,
,
General Motors.
GM.
(Saturn),
,
)
General Motors
: PRESSI ( HERSON )
.
(Lexus),
Toyota,
,
.
,
Toyota
,
.
,
.
,
,
.
,
(
);
;
,
-
,
,
,
.
. 3.4 ( . 3)
,
,
,
,
.
.
,
.
,
American Express,
,
,
,
,
.(
1850 .
:
,
.)
,
236
American Express,
.
,
,
,
.
Home
,
,
American Express, American Airlines, American
Products,
American Marketing Association
).
,
,
.
1992 .
PR.
,
,
.
XVI .
,
,
.
,
,
-
,
.
,
.
PR
,
,
'92
.
,
.
,
-
,
,
,
,
.
,
(
,
,
,
)
237
: PRESSI ( HERSON )
.
,
. 9.1.
-
.
,
. 9.1,
:
1.
,
.
Bell Laborato
Lucent Technologies
& ,
ries)
.
2.
.
,
(Pert),
,
Procter & Gamble
?
3.
,
.
?
,
,
,
.
1
. 9.1
,
.
,
. 9.1.
238
,
,
.
:
,
.(
. 9.2,
,
-
,
.
.)
,
;
;
. 9.1
.
,
.
Nestle,
. 9.2.
: PRESSI ( HERSON )
,
(
).
1990-
.
.
.
American Express
Lufthansa,
,
Zurich Insurance.
,
,
Qantas,
ANA.
(
.
,
Trans
Australia Airlines.
Australian Airlines.
Australian Airlines
Qantas
,
,
,
Qantas.
.)
1980(
,
),
(Reg
Ansett
Ansett))
9.1,
.
,
,
240
,
,
9.1
1997 .
.
,
,
,
.
,
,
.
.
,
.
,
,
3600
69
.
,
,
,
,
.
.
.
,
,
.
70%
.
,
,
.
:
,
.
: 'It's the government, stupid', The Economist (28 June
1997), 8384.
(
.
)
-
,
,
Australian Airlines
Ansett
,
,
241
: PRESSI ( HERSON )
,
,
?(
Ansett Australia,
Ansett.)
,
,
,
,
,
,
,
.
. 9.1,
,
3
,
.
(
3)
.
,
,
Apple, Boeing, Coca-Cola, Disney, Ford, IBM,
Kodak, Levi's, McDonald's
Xerox,
.
,
,
.
Canon, Fuji, Honda,
Mitsubishi, Nikon, Panasonic, Seiko, Sony, Suntory, Toshiba, Toyota
Yamaha
.
/(
).
(Paul Hogan)
/ Crocodile Dundee)
.
.
.
,
1
,
-
,
,
,
.
,
Coca-Cola, Harley-Davidson, Levi's
McDonald's
,
,
Gucci
Chanel
.
,
.
,
4
. 9.1,
,
.
,
-
(
,
(
,
).
,
.
,
.(
?)
,
(
,
)
(
,
).
,
(
),
,
.
-
Philips),
).
,
,
(Mitsui Mitsubishi)
(General Electric, Westinghouse, DuPont,
,
,
.
,
243
: PRESSI ( HERSON )
,
,
,
,
.
,
Philips,
. 7,
,
-
.
,
.
,
,
-
,
,
Saab
,
.
1997 .
9-5
,
.
(
)
.
,
.
,
,
'.
,
.(
,
,
.)
. 9.1
,
.
,
,
.
,
316,
318, 323, 328,
1
1996). 244
840.
'.
-
(840-
316- !)
350
,
,
,
.
-
,
.
.
,
,
.
,
,
.
,
:
Thermo Electron
);
:
Thermo Instrument, Thermo Process, Thermo Power, Thermo
Cardiosystems, Thermo Voltek, Thermo Trex, Thermo Fibertek,
Thermo Remediation, Thermo base, Thermo Ecotek, Thermo Spectra
,
, Thermedics.
,
,
,
.
:
.
P. Kotler, Marketing Management (Englewood Cliffs, NJ: Prentice Hall,
1991);
K. Keller, Strategic Brand Management (Upper Saddle River, NJ: Prentice
Hall,
1998).
245
: PRESSI ( HERSON )
Digital
), FX-2 (
),
), Taurus
), Venturis
Ford
), Ghia
,
,
).
.
9.2
,
.
Amatil,
,
Coca-Cola
,
Amatil.
Elders IXL
Foster's Brewing Group,
.
,
.
.
.
,
IBM PC,
.
IBM.
,
.
,
,
.
,
. 9.1.
246
9.2
,
,
.
(Kevin Keller)
,
,
,
,
(David Aaker)
,
,
,
.
,
,
.
.
256
(
,
).
,
.
,
.
Medallion
,
.
,
.
,
.
,
,
.
.
.
,
,
,
,
,
I
247
: PRESSI ( HERSON )
,
9.2
,
.
Ford Australia
GM,
(Capri)
.
,
,
.
,
,
Ford Australia,
,
. (
Ford
,
,
.)
Ford
,
,
.
:
. Keller and D. Aaker, 'Managing the Corporate Brand:
The Effects of Corporate Marketing Activity on Consumer Evaluations
of
Brand
Extensions',
Marketing
Science
Institute,
Working
Paper
Report No. 97106 (May 1997); B. Tuckey, 'Spring-Clean Gives Ford
the
Edge',
Business
Review
Weekly
(15
Jan.
1993),
2627.
_________________________________________________________
,
,
,
,
,
,
,
.
.
,
,
,
,
.(
.)
12
,
-
. 9.3
.
.
1991
.
.
,
,
CNN,
.
,
.
,
,
,
. 9.3.
,
249
: PRESSI ( HERSON )
.
,
,
.
,
,
,
,
.
,
.
,
.
,
,
,
,
,
,
-
),
,
),
).
,
Bond),
1980-
(Alan
(Rupert Murdoch),
,
,
2000
.
(
,
?).
,
250
,
-
,
Ikea
Saab,
.
,
Volvo
,
,
.
)
.
.
,
1997 .
.
20%
,
.
9.3
,
.
,
,
.
,
,
.
,
9.3
,
.
,
,
.
,
.
,
,
.
,
:
;
;
,
.
251
: PRESSI ( HERSON )
,
9.3
(Wolff Olins),
,
.
,
.
:
,
,
.
.
,
,
IBM PC,
,
.
,
.
)
(
.
.
,
.
.
,
.
: R. Blaich and J. Blaich, 'Made in Taiwan: Designing a
New Image', Design Management Journal (Summer 1993), 3640.
252
,
),
.
,
,
.
,
,
,
. 10,
,
.
,
.
,
.
,
,
)
.
,
,
;
,
,
.
J. Corstjens and M. Corstjens, Store Wars: The Battle for Mindspace
and Shelf-space (Chichester, UK: John Wiley, 1995).
253
: PRESSI ( HERSON )
,
.
,
,
,
.
,
.
,
(
).
,
,
.
,
,
.
?
,
,
,
.
,
. Penney.
Sears
/.
,
,
.
,
.
-
.
1
Ha
.
,
,
.
Caterpillar,
(Donald Fites)
Komatsu, Hitachi
Kobelco,
186
.
,
,
,
,
.
,
.
.
,
Caterpillar,
.
,
,
Nike,
.(
,
,
,
.
,
,
,
.)
.
'intel inside' (
'intel inside'
Intel
,
,
).
,
.
.
9.4
-
.
1
: PRESSI ( HERSON )
9.4
'Intel inside'
1991 .,
486-
Intel
,
.
.
,
Intel
'intel inside'
!
,
,
Intel.
,
.
Intel inside'
,
.
,
,
.
IBM
.
IBM.
IBM.)
,
IBM.
,
.
,
.
,
1990.
386- , 486Pentium.
,
,
Acer, Compaq, Digital, Dell, Toshiba
.
,
Intel,
.
Intel
,
Fortune.
,
Dolby, Gor-tex, Lycra, Nutrasweet
,
256
Intel.
.
Intel
,
Stainmaster
,
Intel.
,
.
,
,
.
,
,
.
,
.
,
,
,
.
,
,
.
,
,
.
-
,
.)
,
,
.
,
.
,
,
,
.
,
257
: PRESSI ( HERSON )
1. (
,
-
.)
,
.
,
,
,
,
.
,
.
.
,
.
:
. (
,
.)
,
(
).
,
,
,
,
.
,
,
-
,
,
.
?
,
.
,
258
:
Saab
,
.
,
.
.
.
British Petroleum.
.
,
: American Airlines, Boston Consulting Group, British Airways,
London Fog Clothing Co., Texas Instruments USAir.
,
,
: Benetton, Fuji, Heineken,
Lowenbrau, Mersedes-Benz, Perrier, Pierre Cardin.
,
,
,
.
: Lufthansa
Qantas
. (
Qantas
.)
.
.
,
.
.
,
.
,
,
.
-
259
: PRESSI ( HERSON )
,
.(
.)
,
,
.
,
,
,
.
-
,
,
,
,
.
,
....
,
,
,
.
.
BfG,
.
,
].
: 100
Philips
.
.
,
,
,
.
Swissair
(
:
,
.
,
,
,
.
AEG,
D. Head, 'Advertising Slogans and the "Made-in" Concept',
International Journal of Advertising, 7 (1988), 237-252.
260
: AEG
.
,
9.3,
-
.
,
.
,
,
.
,
,
-
).
,
.
,
,
,
,
.
,
.
,
,
-
,
,
.
.
.
.
,
...,
.
261
: PRESSI ( HERSON )
,
,
,
,
1980-
.
.
,
,
(
),
(
).
.
,
,
,
.
,
.
,
-
,
.
,
,
III
10
: PRESSI ( HERSON )
10
:
'
,
-
,
,
,
;
-
,
,
,
.
500
Fortune
.
,
,
. 1
.
,
Fortune
Landor Associates
200 (
90
,
.
265
,
,
).
,
(> 0,6)
1
,
.
.
-
,
(
,
:
1234567
Fortune
,
,
,
,
.
,
,
.
,
,
,
. Brown and S. Perry, 'Removing the Financial Performance Halo from Fortune's
Most Admired Companies', Academy of Management Journal, 37 (1994), 1347
1359; C. Fombrun and M. Shanley, 'What's in a Name? Reputation Building and
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266
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, The Economist (11 May 1996), 73; J. Waner, P. Dwyer, J. Rossant,
and J. Templeman, 'Writing a New Social Contract', Business Week (11 March
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(Brand Asset Valuator),
Young and
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.,
, D. Aaker, Building Strong Brands (New York: The Free
Press, 1996), 110114.
271
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1998).
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: . Birkin, 'Assessing Brand Value',
Stobart (ed.), Brand Power (London: Macmillan, 1994), 209224.
288
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(Winter 1992), 71-75.
292
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Microsoft;
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Virgin.
295
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ITT
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' R.T. Pascale and A.G. Athos, The Art of Japanese Management
(New York: Simon & Schuster, 1981).
296
: PRESSI ( HERSON )
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General Electric,
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.
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297
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1981 .
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298
: PRESSI ( HERSON )
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299
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: Scandinavian Airlines System, Harvard Business School, Case 9487-041 (1986); J. Carlzon, Moments of Truth (New York: Harper & Bow,
1987); 'The ABB of Management', The Economist (6 Jan. 1996), 68.
10.1
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J. Edward Russo and P.J.H. Schoemaker, Decision Traps (New
York: Simon & Schuster, 1989); J. Rossiter and L. Percy,
Advertising Communications & Promotion Management (New
York: McGraw-Hill, 1997).
301
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Philips Electronic.
302
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1990
1997
. 11.1.
.
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.
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A. Ries and J. Trout, Positioning: The Battle for Your Mind (New
York: McGraw-Hill, 1986).
303
.
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(
Kentucky Fried Chicken
,
KFC,
Arnatil
.
,
,
Minnesota Mining and
Coca-Cola Amatil.
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,
.
Burroughs Sperry
,
Unisys
.
)
).
,
,
1989 .
British Petroleum'.
,
.
,
1981
.,
1988
.
. British Petroleum
,
2
.
,
: PRESSI ( HERSON )
.
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,
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1980.
Saatci & Saatci
,
.
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British Petroleum
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:
305
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British Petroleum^.
,
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1981 .,
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1988 . British Petroleum
,
2
.
,
G.R. Dowling, 'BP Catches the Global Brand Fad', Australian
Institute of Management Magazine (Feb. 1991, NSW edn.), 78.
N. Shoebridge, 'Goodbye Quiet Achiever, Hello Global
Togetherness', Business Review Weekly (27 Oct. 1989), 94, 95, 97.
304
: PRESSI ( HERSON )
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1980.
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314
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,
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.
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1994 .
Exxon
. 319.
,
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320
: PRESSI ( HERSON )
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11
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59
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1986
1989
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1995
. 12.1.
Exxon
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,
.
,
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Raw!)
.
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. 12.1,
.
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Exxon,
1988
1989*
1989
1990
1991
1992
1993
1994
1995
1996
1997
22,00
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31,56
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322
: PRESSI ( HERSON )
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Johnson & Johnson,
1982 .
.
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100
.
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80
,
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Johnson & Johnson,
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,
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Johnson & Johnson
,
,
.
: D. ten Berg, The First 24 Hours (Cambridge, MA:
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.
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P&G,
.
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,
. Carvell, ' Counsel for the Plaintiff, Fortune (29 Sept. 1997), 97102.
.
. Cain, 'Why the old rules won't defuse a modern crisis', Australian Financial
Review (15 Aug. 1997), 65.
327
Benetton,
.
,
,
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,
,
www.benetton.com. (
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.
.,
, D. Kahneman, P. Slovic, and A. Tversky, Judgement Under
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and Company, 1991).
330
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(Robin
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,
.
: A.D. Cox and J.D. Summers, 'Heuristics and
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Journal of Risk and Uncertainty, 7 (1993), 35 51; J.W. Payne, J.R.
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333
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Ibid.
. Meyers with Holusha, Op. cit.
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Walt Disney
Berkshire Hathaway
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. Forbes Business Magazine (11 Jan. 1999), 4480.
351
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: PRESSI ( HERSON )
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Intel
Microsoft.
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354
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356
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358
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366
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American Express
Wide Fund For Nature) (
/ World Wildlife Fund).
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.
.
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Levi Strauss'.
,
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Levi's,
.
,
.
,
1998 .
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,
-
.
,
:
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;
.
II
Levi Strauss & Co. Corporate brochure (1998), and R. Mitchell with
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:
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4304023.
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03474
.: (095) 787-9377.
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627.
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: (095) 267-5725.
127214,
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.: (095) 485-71-77.
., 107.
21.01.93.
: (095) 485-53-18.
603006, .
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