2C. K. Prahalad and Gary Hamel, The Core Competence of the Corporation," Harvard Business Review, May-june t990, 79-91.
3菲利普·科特勒.营销管理(第十版)[M].北京:中国人民大学出版社,2002,9.
4Rosser Reeves. Reality in Advertising (New York: Alferd A Knopf, 1990).
5Frank R. Kardes, Brand Retrieval, Consideration Set Composition, Consumer Choice, and the Pioneering Advantage, Journal of Consumer Research, June 1993, pp. 62-75.
6Thomas S. Robertson and Huber Gatignon, How Innovators Thwart New Entrants into Their Market, Planning Review, September-October 1991, pp. 4- 11.
7Glen L. Urban, et al. , Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implication, Management Science, june 1986, 645-659.
8Gregory S. Carpenter and Kent Nakamoto, Consumer preference Formation and Pioneering Advantage , Journal of Maketing Research, August 1989, pp. 285-298.
9Reported in E. R. Linneman and L. J. Stanton. Making Niche Making Work (New York: McGraw-Hill, 1991).
