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1. " ": Ernest Becker, Escape from the Evil (New York: Free Press, 1975), pp. 36, 51; The Denial of Death (New York: Free Press, 1973), pp. 34.
2. " ": Herbert M. Lefcourt, Locus of Control: Current Trends in Theory and Research (Hillsdale, N. J.: Lawrence Erlbaum Associates, 1976), pp. 36.
1
1. " 1962 ": Alfred D. Chandler, Jr., Strategy and Structure: Chapters in the History of the American Industrial Enterprise (Cambridge, Mass.: MIT Press, 1962).
2. " Western Electric's Hawthorne ": F. J. Roethlisberger and William J. Dickson, Management and the Worker (Cambridge, Mass.: Harvard University Press, 1939).
3. " ": Chester I. Barnard, The Functions of the Executive (Cambridge, Mass.: Harvard University Press, 1968), chap 5.
4. " ": James G. March and Johan P. Olsen, Ambiguity and Choice in Organizations (Bergen, Norway: Universitets-forlaget, 1976), p. 26.
5. " ": Richard E. Neustadt, Presidential Power: The Politics of Leadership (New York: Wiley, 1960), p. 9.
6. " , ": Henry Mintzberg, The Nature of Managerial Work (New York: Harper & Row, 1973), pp. 3135.
7. " , , ": Andrew M. Pettigrew, The Politics of Organizational Decision Making (London: Tavistock, 1973).
8. " , ": William F. Dowling and Fletcher Byrom, "Conversation with Fletcher Byrom", Organizational Dynamics, summer 1978, p. 44.
9. Leavitt's Diamond: Harold J. Leavitt, Managerial Psychology, 4th cd. (Chicago: University of Chicago Press, 1978), pp. 282ff.
10. The Art of Japanese Management: Richard Tanner Pascale and Anthony G. Athos, The Art of Japanese Management (New York: Simon & Schuster, 1981).
11. " , ": Robert L. Shook, Ten Greatest Salespersons: What They Say About Selling (New York: Harper &. Row, 1980), p. 68.
12. " , ": Lee Smith, "The Lures and Limits of Innovation: 3M", Fortune, Oct. 20, 1980, p. 84.
13. " ": Dowling and Byrom, p. 43.
14. " IBM ": Thomas J. Watson, Jr., A Business and Its Beliefs: The Ideas That Helped Build IBM (New York: McGraw-Hill, 1963), p. 13.
15. " ": Mark Shepherd, Jr., and J. Fred Bucy, Innovation at Texas Instruments", Computer, September 1979, p. 84.
16. " ": Watson, p. 5.
17. " , ": "The Ten Best-Managed Companies", Dun's Review, December 1970, p. 30.
18. " ": "P&G's New New-Product Onslaught", Business Week, October 1, 1979, p. 79.
19. " ": . Barron, "British 3M's Multiple Management", Management Today, March 1977, p. 56.
2
1. ", , ": Mariann Jelinek, Institutionalizing Innovation: A Study of Organizational Learning Systems (New York: Praeger), p. 124.
2. ", ": John Child, Organization: A Guide to Problems and Practices (New York: Harper & Row, 1977), pp. 222 23.
3. " , ": Stuart S. Blume, "A Managerial View of Research" ( Scientific Productivity, ed. Frank M. Andrews), Science, January 4, 1980, pp. 4849.
4. " ": George Gilder, Wealth & Poverty (New York: Basic Books, 1981), p. 264.
5. " ": Steve Lohr, "Overhauling America's Business Management", New York Times Magazine, January 4, 1981, p. 15.
6. "He ( ) ": Lester . Thurow, The Zero-Sum Society: Distribution and the Possibilities for Economic Change (New York: Basic Books, 1980), pp. 78.
7. " ": Lohr, p. 15.
8. ", ": Louis Kraar, "Japan's Automakers Shift Strategies", Fortune, August 11, 1980, p. 109.
9. " Fortune ": Robert Ball, "Europe Outgrows Management American Style", Fortune, October 20, 1980, pp. 14748.
10. " ": "Don't Blame the System, Blame the Managers", Dun's Review, September 1980, p. 88.
11. " , ": Lohr, p. 58.
12. "() ": Michael M. Thomas, "Businessmen's Shortcomings", New York Times, August 21, 1980, p. D2.
13. " ": Bro Uttal, "The Animals of Silicon Valley", Fortune, January 12, 1981, p. 94.
14. " ": Dun's Review, September 1980, p. 82.
15. " (gestalt) ": "Revitalizing the U.S. Economy", Business Week, June 30, 1980, p. 78.
16. " ": Robert H. Hayes and William J. Abernathy, "Managing Our Way to Economic Decline", Harvard Business Review, July-August 1980, p. 74.
17. " ": Lohr, p. 43.
18. " ": Charles R. Day, Jr., and Perry Pascarella, "Righting the Productivity Balance", Industry Week, September 29. 1980, p. 55.
19. " ": Charles G. Burck, "A Comeback Decade for the American Car", Fortune, June 2, 1980, p. 63.
20. ", ": Robert M. Pirsig, Zen and the Art of Motorcycle Maintenance: An Inquiry into Values (New York: Morrow, 1974), pp. 3435.
21. ", , ": Norman Gall, "It's Later Than We Think" ( . ), Forbes, February 2, 1981, p. 65.
22. " ": Lohr, p. 23.
23. " , ": Kenichi Ohmae, "Myths and Realities of Japanese Corporations" ( ), p. 11. "The Myth and Reality of Japanese Corporation", Chief Executive, summer 1981.
24. " ". Dun's Review, September 1980, p. 84.
25. " , ": Dowling and Byrom, p. 40.
26. ", Johnson & Johnson, TRW, 3M ": Business Week, June 30, 1980, p. 93.
27. " ": David Ogilvy, "The Creative Chef", The Creative Organization, ed. Gary A. Sterner (Chicago: University of Chicago Press, 1965), p. 206.
28. " ": Theodore Levitt, "A Heretical View of Management Science." Fortune, December 18, 1978, p. 50.
29. " , ": "When a New Product Strategy Wasn't Enough", Business Week, February 18, 1980, p. 143.
30. The Structure of Scientific Revolutions: Thomas Kuhn, The Structure of Scientific Revolutions, 2nd ed. (Chicago: University of Chicago Press, 1970).
31. " ": John D. Steinbruner, The Cybernetic Theory of Decision: New Dimensions of Political Analysts (Princeton, N.J.: Princeton University Press, 1974), p. 328.
32. " ": Thomas O'Hanlop. "A Rejuvenated Litton Is Once Again Off to the Races", Fortune, October 8, 1979, p. 160.
33. " ": Lewis H. Lapham, "Gifts of the Magi", Harper's, February 1981, p. 11.
34. " ": John Steinbeck, The Log from the Sea of Cortez (New York: Viking, 1941), Karl Weick, Social Psychology of Organizing, 2nd ed. (Reading, Mass., Addison-Wesley, 1979), p. 29.
35. "'' ": Peter F. Drucker, The Age of Discontinuity: Guidelines to Our Changing Society (New York: Harper & Row, 1969), pp. 5657.
36. ", ": John Steinbruner, p. 333.
37. " , ": , p. 332.
38. " ": "Mobil's Successful Exploration", Business Week, October 13, 1980, p. 114.
39. " , ": Hayes and Abernathy, pp. 7071.
40. " ( ) ": Gilder, p. 262.
41. " , ": , p. 252.
42. " ": Robert . Merton, Social Theory and Social Structure, enlarged ed. (New York: Free Press, 1968), p. 4.
43. " "" ": Horace F. Judson, Search for Solutions (New York: Holt, Rinehart and Winston, 1980), p. 3.
44. " , ": Alexander Cockburn, James Ridgeway and Andrew Cockburn, "The Pentagon Spends Its Way to Impotence", Village Voice, February 18, 1981, p. 11.
45. " ": Chris Argyris, "Today's Problems with Tomorrow's Organizations", Journal of Management Studies, February 1967, pp. 3440.
46. " , ": Fletcher Byrom, , Carnegie-Mellon GSIA, 1976.
47. " , ": "Lessons of Leadership: David Packard", Nation's Business, January 1974, p. 42.
48. " ": Ohmae, pp. 5, 20.
49. " TI ": Jelinek, p. 54.
3
1. " ": David G. Myers, The Inflated Self. "How Do I Love Me? Let Me Count the Ways", Psychology Today, May 1980, p. 16.
2. " " "": Lee Ross, "The Intuitive Psychologist and His Shortcomings", Advances in Experimental Social Psychology, vol. 10, ed. Leonard Berkowitz (New York: Academic Press, 1977), pp. 173220.
3. " ": Russel A. Jones, Self-Fulfiling Prophecies: Social, Psychological and Physiological Effects of Expectancies (Hillsdale, N.J.: Lawrence Erlbaum Associates, 1977), p. 167.
4. " , ": Warren Bennis, The Unconscious Conspiracy: Why Leaders Can't Lead (New York: AMACOM, 1976), p. 174.
5. "() - ": Arthur Koestler, The Ghost in the Machine (New York: Macmillan, 1967), p. 274.
6. " ": Ernest Becker, The Denial of Death (New York: Free Press, 1973), p. 94.
7. " ": Henry Mintzberg, "Planning on the Led Side and Managing on the Right", Harvard Business Review, July-August 1976, p. 53.
8. " , , ": "How to Get Bright Idea", The Economist, December 27, 1980, p. 61.
9. " - ": Horace F. Judson, Search for Solutions (New York: Holt, Rinchart and Winston, 1980), p. 22.
10. " , ": Amos Tversky and Daniel Kahneman, "Judgment Under Uncertainty: Heuristics and Biases", Science, September 27, 1974, p. 1124.
11. " , ": Gregory Bateson, Mind and Nature: A Necessary Unity (New York: Bantam Books, 1980), p. 14.
12. " -, , , ": H. A. Simon, "Information Processing Models of Cognition", Annual Review of Psychology, vol. 30 (Palo Alto, Calif.; Annual Reviews, 1979), p. 363.
13. " ": . F. Skinner, Beyond Freedom and Dignity (New York: Knopf, 1971), p. 5.
14. " , ": , p. 81.
15. " , ": , pp. 34ff.
16. " Foxboro, ": Allan A. Kennedy, .
17. " ": Leon Festinger, "A Theory of Social Comparison Processes", Human Relations 7 (1954): 11740.
18. " , ": Edward L. Deci, "The Effects of Contingent and Non-Contingent Rewards and Controls on Intrinsic Motivations", Organizational Behavior and Human Performance 8 (1972): 21729.
19. " ": Jerome S. Bruner, On Knowing: Essays for the Left Hand (New York: Atheneum, 1973), p. 24.
20. " 1934 , , ": Jonathan L. Freedman, David . Sears, and J. Merrill Carlsmith, Social Psychology, 3rd ed. (Englewood Cliffs, N.J.: Prentice-Hall, 1978), p. 299.
21. " ": Jonathan L. Freedman and Scott . Fraser, "Compliance Without Pressure: The Foot-in-the-Door Technique", Journal of Personalis and Social Psychology 4 (1966): 195202.
22. " ": James Brian Quinn, "Formulating Strategy One Step at a Time", Journal of Business Strategy, winter 1981, pp. 5759.
23. " , ": Robert L. Forward, "Spinning New Realities", Science 80, December 1980, p. 40.
24. " ": Bruno Bettelheim, On the Uses of Enchantment: The Meaning and Importance of Fairy Tales (New York: Knopf, 1976), p. 3.
25. " , ": Oscar Schisgell, Eyes on Tomorrow: The Evolution of Procter & Gamble (Chicago: J. g. Ferguson, 1981), p. xi.
26. ", " ", ": Viktor . Frankl, Man's Search for Meaning (New York: Pocket Books, 1963), p. 164.
27. " ": John Gardner, Morale (New York: Norton, 1978), p. 15.
28. " ": Stanley Milgram, Obedience to Authority: An Experimental View (New York: Harper & Row, 1974).
29. " ' '": Philip Zimbardo and Greg White, "The Stanford Prison Experiment: A Simulation of the Study of the Psychology of Imprisonment Conducted August 1971 at Stanford University" ( ), n. d.
30. ", , ": Becker, The Denial of Death, pp. 15354.
31. " ": Jones, p. 133.
32. " , ": Gerald R. Salancik, "Commitment and the Control of Organizational Behavior and Belief", New Directions in Organizational Behavior, ed. Barry M. Staw and Gerald R. Salancik (Chicago: St. Clair Press, 1977), pp. 20ff.
33. " ": James McGregor Burns, Leadership (New York: Harper & Row, 1978).
34. " ": , pp. 13, 1819.
35. "( ) , ": , p. 20.
36. " ": , p. 40.
37. " ": , p. 254.
38. " ": Abraham Zaleznick, "Managers and Leaders: Are They Different?" Harvard Business Review, May-June 1977, p. 72.
39. " ": David McClelland, Power: The Inner Experience (New York: Irvington, 1975), pp. 25960.
40. " ": Ray Kennedy, "Howard Head Says, I'm Giving Up the Thing World",' Sports Illustrated, September 29, 1980, p. 72.
41. "- , ": James . Quinn, "Strategic Goals: Process and Politics", Sloan Management Review, fall 1977, p. 26.
42. " ' '": Bennis, p. 165.
43. " ": Philip Selznick, Leadership and Administration: A Sociological Interpretation (New York: Harper & Row, 1957), pp. 17, 28, 14950, 15253.
44. " ": Jill Gerston, "Tiffany's Unabashed Guardian of Good Taste Relinquishes helm", San Francisco Examiner, January 5, 1981, p. C2.
45. " ": Ray Kroc, Grinding It Out: The Making of McDonald's (New York: Berkley, 1977), p. 98.
4
1. " ": F. Soon Fitzgerald, "The Crack-up", in American Literary Masters, vol. 2, ed. Charles R. Anderson (New York: Holt Rinehart and Winston, 1965), p. 1007.
2. Good-bye, Darkness (", "): William Manchester, Good-bye, Darkness: A Memoir of the Pacific War (Boston: Little, Brown, 1980), pp. 23337.
3. " .": W. Richard Scott, "Theoretical Perspectives", in Environments and Organizations, by Marshall W. Meyer and Associates (San Francisco: Jossey-Bass, 1978).
4. " ": Douglas McGregor, The Human Side of Enterprise (New York: McGraw-Hill. 1960), pp. vi, vii.
5. " - ": , p. 18.
6. " ": , p. 34.
7. "(1) ": , pp. 4950.
8. " ": , p. 35.
9. "(1) ": , pp. 4748.
10. " Y ": , p. 56.
11. " .": Kenneth R. Andrews, "Introduction to Anniversary Edition", in The Functions of the Executive, by Chester I. Barnard (Cambridge, Mass.: Harvard University Press, 1968), p. vii.
12. " , ": Chester I. Barnard, The Functions if the Executive (Cambridge, Mass.: Harvard University Press, 1968), p. 217.
13. " , ": , p. 231.
14. " ": , pp. 23839.
15. " , "" ": Selzniek, pp. 5ff., 40, 13536.
16. Organization and Environment: Paul R. Lawrence and Jay W. Lorsch, Organization and Environment: Managing Differentiation and Integration (Homewood, III: Richard D. Irwin, 1967).
17. " ": Karl E. Weick, The Social Psychology of Organizing. 2d ed. (Reading, Mass.: Addison-Wesley, 1979), p. 49
18. " ": , p. 50.
19. " , ": , p. 47.
20. " ": .
21. " ": James G. March and Herbert A. Simon, Organizations (New York; Wiley, 1958).
22. Ambiguity and Choice in Organizations: March and Olsen, Ambiguity and Choice in Organizations.
23. " ": Weick, p. 1.
24. " Delta ": "The Five Best-Managed Companies", Dun's Review, December 1977, p. 60.
25. "OST , ": Mark Shepherd, Jr., and J. Fred Bucy, "Innovation at Texas Instruments", Computer, September 1979, p. 89.
26. " Maytag ": Edmund Faltermayer, "The Man Hwo Keeps Those Maytag Repairmen Lonely", Fortune, November 1977, p. 192.
27. ", , -": Stanley M. Davis, "Establishing a New Context for Strategy, Organization, and Executive Pay", in Executive Compensation in the 1980s, ed. David J. McLaughlin (San Francisco: Pentacle Press, 1980), p. 29.
28. " ": Richard Normann, Management and Statesmanship (Stockholm: Scandinavian Institutes for Administrative Research, 1976), p. 275.
29. " ": Henry Mintzberg, The Structuring of Organizations: A Synthesis of the Research (Englewood Clifls, N J.: Prentice-Hall, 1979), p. 480.
30. " ": Andrew M. Pettigrew, "The Creation of Organizational Cultures" (paper presented to the Joint EIASM-Dansk Management Center Research Seminar, Copenhagen, May 18, 1976), p. 11.
31. ", ": Joanne Martin, "Stories and Scripts in Organizational Sellings", Research Report no. 543 (rev.) (Graduate School of Business, Stanford University, July 1980), p. 3.
32. " ": Bennis, p. 93.
33. " Business Week ": "Corporate Culture: The Hard-to-Change Values That Spell Success or Failure", Business Week, October 27, 1980, pp. 14860.
34. The Organization Man: William H. Whyte, Jr., The Organization Man (New York: Simon & Schuster, 1956).
35. " ": Steven Rothman, "More than Money", D & Reports, March-April, p. 12.
36. " ": James G. March, "The Technology of Foolishness", in Readings In Managerial Psychology, 3d ed., ed. Harold J. Leavitt, Louis R. Pondy, and David M. Boje (Chicago: University of Chicago Press, 1980), p. 576.
37. " ": James G. March, "Footnotes to Organizational Change" (unpublished manuscript, n. d.), p. 20.
38. " ": , p. 35.
39. " , ": , p. 22.
40. " ": Karl . Weick, "Educational Organizations as Loosely Coupled Systems", Administrative Science Quarterly 21 (1976): 119.
41. " ": Weick, p. 120.
42. " ": , p. 193.
43. " ": , p. 202.
44. " ", ": , p. 193.
45. " , ": .
46. " ": Karl . Weick, "The Management of Organizational Change Among Loosely Coupled Elements" (unpublished manuscript, December 1981), pp. 34.
47. " ": , p. 4.
48. "Marketing Myopia" (" "): Theodore Levitt, "Marketing Myopia", Harvard Business Review, July-August 1960.
49. " , ": Burton H. Klein, Dynamic Economics (Cambridge, Mass.: Harvard University Press, 1977), p. 17.
50. " , ": Gilder, p. 79.
51. " IBM ": Robert Sobel, IBM: Colossus in Transition (New York: Times Books, 1986), p. 346.
52. " ": Drucker, p. 54.
53. " ": Norman Macrae, "The Coming Entrepreneurial Revolution: A Survey", The Economist, December 25, 1976, pp. 41, 43.
54. " ": H. Igor Ansoff, "Corporate Structure Present and Future", Vanderbilt University Working Paper 744, February 1974, p. 17.
55. " Ford Motor Co. ": "It Seemed Like a Good Idea at the Time", Science 82, January/February 1982, p. 86.
56. Markets and Hierarchies: Oliver E. Williamson, Markets and Hierarchies: Analysis and Antitrust Implications (New York: Free Press, 1975).
57. "- ": Stephen Jay Gould, The Panda's Thumb: More Reflections in Natural History (New York: Norton, 1980), p. 51.
58. " IBM ": James Brian Quinn, "Technological Innovation, Entrepreneurship, and Strategy", Sloan Management Review, spring 1979, p. 25.
59. " ": James M. Utterback, "Patterns of Industrial Innovation", in Technology, Innovation, and Corporate Strategy: A Special Executive Seminar Presented by the Massachusetts Institute of Technology, November 17, 1978 (Cambridge, Mass.: Industrial Liaison Program, MIT, 1978).
60. The External Control of Organizations: A Resource Dependence Perspective: Jeffrey Pfeffer and Gerald R. Salancik, The External Control of Organizations: A Resource Dependence Perspective (New York: Harper & Row, 1978).
61. " ": , p. xi.
62. " ": Utterback, pp. 3738.
5
1. " ": Warren Bennis, "The Temporary Society", in The Temporary Society by Warren G. Bennis and Philip E. Slater (New York: Harper & Row, 1968).
2. " ": Alvin Toffler, The Third Wave (New York: Morrow, 1980).
3. ", " ("Visible Management")": Richard . Pascale, The Role of the Chief Executive in the Implementation of Corporate Policy: A Conceptual Framework", Research Paper no. 357 (Graduate School of Business, Stanford University, February 1977), pp. 37, 39.
4. " Hewlett-Packard MBWA ( ": William R. Hewlett and David Packard, The HP Way (Palo Alto, Calif.: Hewlett-Packard, 1980), p. 10.
5. " Corning Glass ": Edward Meadows, "How Three Companies Increased Their Productivity", Fortune, March 10, 1980, p. 95.
6. " Chase ": Alena Wels, "How Citicorp Restructured for the Eighties", Euromoney, April 1980, p. 13.
7. " ": Susan Benner, " Gave Key People a Reason to Stay with the Company", Inc., September 1980, p. 46.
8. " Harris Corporation ": Robert J. Flaherty, "Karris Corp.'s Remarkable Metamorphosis", Forbes, May 26, 1980, p. 46.
9. " ": Ezra F. Vogel, Japan As Number One: Lessons for America (Cambridge, Mass.: Harvard University Press, 1979), pp. 14345.
10. ", - ": Shepherd and Bucy, "Innovation at Texas Instruments", p. 88.
11. " IBM ": Frederick P. Brooks, Jr., The Mythical Man-Month: Essays on Software Engineering (Reading, Mass.: Addison-Wesley, 1978).
12. " , ": , p. 67.
13. " ": Charles . Burck, "How GM Turned Itself Around", Fortune, January 16, 1978.
14. " , ": R. Jeffrey Smith, "Shuttle Problems Compromise Space Program", Science, November 1979, pp. 91011.
15. " ": Mariann Jelinek, Institutionalizing Innovation: A Study of Organizational Learning Systems (New York: Praeger. 1979), p. 78.
16. " , ": Smith, "3M", p. 94.
17. " ' '": Business Week, October I, 1979, p. 80.
18. " Bioomingdale's ": Mark Stevens, "Like No Other Store in the World": The Inside Story of Bioomingdale's (New York: Crowell, 1979), p. 138.
19. " , ": William Shockley, "A Case: Observations on the Development of the Transistor", in The Creative Organization, ed. Gary A. Steiner (Chicago: University of Chicago Press, 1965), pp. 13940.
20. " ": David Ogilvy, Confessions of an Advertising Man (New York: Atheneum, 1980), p. 86.
21. " ?": Peter G. Peterson, "Some Approaches to Innovation in Industry-Discussion", in The Creative Organization, pp. 19192.
22. " ": S. I. Hayakawa, Language in Thought and Action (London: Allen & Unwin, 1974).
23. " ": Donald D. Holt, "How Amoco Finds All That Oil", Fortune, September 8, 1980, p. 51.
24. " , ": Harold Guetzkow, "The Creative Person in Organizations", in The Creative Organization, p. 49.
25. " ": Bro Uttal, "Storage Technology Goes for the Gold", Fortune, April 6, 1981, p. 58.
26. " ": Isadore Barmash, For the Good of the Company: Work and Interplay in a Major American Corporation (New York: Grosset & Dunlap, 1976), pp. 4344, 5254.
27. " , ": Robert H. Schaffer, "Make Success the Building Block", Management Review, August 1981, pp. 47, 4951.
28. " - ": , p. 51.
29. " , ": Oscar Schisgall, Eyes on Tomorrow: the Evolution of Procter & Gamble (Chicago: J. C. Ferguson, 1981), p. 120.
30. " , ": Thomas J. Peters, "The 1-Page Memo (and Other Draconian Measures)" (unpublished manuscript, April 1980), p. 1.
31. " , ": "P&G's New New-Product Onslaught", Business Week, October 1, 1979, p. 80.
32. " Procter & Gamble ": Lee Smith, "A Superpower Enters the Soft-Drink Wars", Fortune, June 30, 1980, p. 77.
33. " ": Alan Riding, "Mexico's Oil Man Proved His Point", New York Vines, July 16, 1978, p. F5.
34. " , ": "Paper Work Is Avoidable (If You Call the Shots)", Wall Street Journal, June 17, 1977, p. 24.
35. " ": Thomas J. Peters, "Management Systems; The Language of Organizational Character and Competence", Organisational Dynamics, summer 1980, p. 15.
36. " , ": Geoffrey Foster, "Dana's Strange Disciplines", Management Today, September 1976, p. 61.
37. " .": John W. Hanley, "Monsanto: The Management Style" (internal communication, September 1974), p. 10.
6
1. ", ": Lewis H. Young, "Views on Management" (, Ward Howell International, Links Club, New York, Dec. 2, 1980), p. 5.
2. " ": . 157158 Shook, Ten Greatest Salespersons, "Joe Girard", pp. 724.
3. " ": , p. 24.
4. ", ": Watson, A Business and Its Beliefs, pp. 29, 32.
5. " ": Shook, pp. 5573.
6. " ": "No. l's Awesome Strategy", Business Week, June 8, 1981, p. 86.
7. " ": , p. 88.
8. " ": . 165167 Dinah Nemeroff, Service Delivery Practices and issues in Leading Consumer Service Businesses: A Report to Participating Companies (New York: Citibank, April 1980).
9. " , , ": . 167168 N. W. Pope, "Mickey Mouse Marketing", American Banker, July 25, 1979, Pope, "More Mickey Mouse Marketing", American Banker, Sept 12, 1979.
10. "Traditions I": Pope, "Mickey Mouse Marketing", p. 14.
11. " ": Victor F. Zonana, "Boeing's Sale to Delta Gives It Big Advantage Over U.S. Competitors", Wall Street Journal, Nov. 13, 1980, pp. 1, 20.
12. " ": Harold Mansfield, Vision: The Story of Boeing (New York: Duell, Sloan & Pearce, 1966), pp. 36162.
13. " Caterpillar ": "Caterpillar: Sticking to Basics to Stay Competitive", Business Week, May 4, 1981, p. 74.
14. " ": Gilbert Cross, "The Gentle Bulldozers of Peoria", Fortune, July 1963, p. 167.
15. " Caterpillar ": "Caterpillar", Business Week, May 4, 1981, p. 74.
16. " ": , p. 77.
17. " , ": William L. Naumann, "The Story of Caterpillar Tractor Co." ( Newcomen Society of North America, Chicago, Mar. 17, 1977), p. 16.
18. " ": .
19. ", ": .
20. " ": Kroc, Grinding It Out, p. 91.
21. " ": McDonald's Corporation 1980 Annual Report