Everand Logo

Welcome to Everand!

  • Discover millions of ebooks, audiobooks, and so much more with a free trial

    Only $11.99/month after trial. Cancel anytime.

    Will and Vision (Review and Analysis of Tellis and Golder's Book)
    Will and Vision (Review and Analysis of Tellis and Golder's Book)
    Will and Vision (Review and Analysis of Tellis and Golder's Book)
    Ebook45 pages34 minutes

    Will and Vision (Review and Analysis of Tellis and Golder's Book)

    By BusinessNews Publishing

    ()

    Read preview

    About this ebook

    The must-read summary of Gerard Tellis and Peter Golder's book: "Will and Vision: How Latecomers Grow to Dominate Markets".

    This complete summary of the ideas from Gerard Tellis and Peter Golder's book "Will and Vision" raises an interesting question: “Is it better to be first to market with a new product or to delay getting to market until you have a better product?”. In their book, the authors explain how the answer to this question can be found by looking at current market and product category leaders - these tend to be the companies that best harness the five key drivers of long-term success, rather than those who seek a first-mover advantage. This summary demonstrates each of these drivers and why you should exploit them in order to gain lasting success.

    Added-value of this summary:
    • Save time
    • Understand key concepts
    • Expand your knowledge

    To learn more, read "Will and Vision" and discover the key to harnessing long-term market leadership.
    LanguageEnglish
    PublisherBusiness Book Summaries
    Release dateNov 12, 2014
    ISBN9782511022108
    Will and Vision (Review and Analysis of Tellis and Golder's Book)

    Read more from Business News Publishing

    Related to Will and Vision (Review and Analysis of Tellis and Golder's Book)

    Related ebooks

    Leadership For You

    View More
    View More

    Related podcast episodes

    Related articles

    • Article

      Make Your Team Bigger

      Mar 16, 2021

      Teaming out is a characteristic behavior of the most effective executive teams, and one that my research institute has decoded as a high-return practice. Through 20 years of coaching, I’ve seen it speed collaboration and accelerate growth. Teaming ou

      2 min read

    • Article

      Next Level Networking, Next Level Culture

      Aug 12, 2020

      1700 EMPLOYEES AND CONTRACTORS OPERATES ACROSS 38 COUNTRIES 15-20% HEAD COUNT INCREASE YOY BEST COMPANY PERK: BEING YOURSELF AT WORK ► A company mission is the what. Culture and people are the how. For Infoblox, a leading provider of cloud-based netw

      2 min read

    • Article

      The Power And Limitations Of Venture Capitalists: A Review Of Sebastian Mallaby's The Power Law

      May 31, 2023

      There are more stories of successful founders than of successful investors. More people know of Elon Musk and Mark Zuckerberg than of Arthur Rock and Don Valentine. Venture capitalists may be less well known than the founders they backed, but their i

      5 min read

    • Article

      Lessons From A First-time CEO

      Jul 21, 2021

      Lessons From A First-time CEO
      5 min read

    • Article

      The Founder's Mentality

      May 1, 2018

      All companies strive for profitable growth, but you believe it eludes many for a common reason. What is it? In my 25 years of researching this topic and working with clients, one theme has come up again and again: complexity. In my view, complexity i

      6 min read

    • Article

      A Whole New Game

      May 28, 2021

      A Whole New Game
      15 min read

    • Article

      Key Considerations For Organisations Looking To Transform Customer Experience

      Jul 7, 2019

      Businesses can’t simply decide to transform one day, then jump straight changing for change’s sake. It’s essential to plan the transformation carefully and understand the barriers and opportunities that could arise. Equally, some research suggests bu

      2 min read

    • Article

      Confidence Is All

      Nov 1, 2020

      Confidence Is All
      6 min read

    • Article

      Questions for David Robertson, Innovation Expert, The Wharton School

      Jan 1, 2018

      There are two widely-recognized routes to innovation: incremental improvement and revolutionary disruption. Describe what you call ‘The Third Way’. These two traditional types of innovation are still really important: We should always be thinking abo

      6 min read

    • Article

      2021 CEO Survey

      Aug 17, 2021

      2021 CEO Survey
      2 min read

    • Article

      The Fisher Doctrine

      Feb 20, 2018

      The Fisher Doctrine
      5 min read

    • Article

      Cultural Importance

      Oct 21, 2018

      Cultural Importance
      3 min read

    • Article

      Harsh Truths, Hard Journey

      Sep 16, 2021

      Harsh Truths, Hard Journey
      2 min read

    • Article

      Innovation: The Right Questions at the Right Time

      Sep 1, 2022

      IMAGINE THIS SCENE: A team is pitching an innovation project to leaders of your company using a slide deck with five-year revenue projections, an execution road map and assumptions that are being presented as facts. After the presentation, the leader

      6 min read

    • Article

      Maximiser Or Satisficer

      Feb 9, 2020

      Each of us is typically either a maximiser or satisficer. Answering the following questions (truthfully!) will identify which camp you most commonly fall into: Whenever you are faced with a choice, do you find yourself imagining what all the other

      1 min read

    • Article

      Four Paths to Opportunity Identification

      Jan 1, 2019

      In our work teaching innovation and entrepreneurship to students at the University of Sydney Business School and the California College of the Arts, we focus on four cognitive acts that comprise ‘design cognition’ — the type of thinking that fuels op

      4 min read

    Related categories

    Reviews for Will and Vision (Review and Analysis of Tellis and Golder's Book)

    0 ratings

    0 ratings0 reviews

    What did you think?

    Tap to rate

    Review must be at least 10 words

      Book preview

      Will and Vision (Review and Analysis of Tellis and Golder's Book) - BusinessNews Publishing

      Book Presentation: Will and Vision

      by Gerard Tellis and Peter Golder

      Book Abstract

      About the Author

      Important Note About This Ebook

      Summary of Will and Vision

      (Gerard Tellis and Peter Golder)

      Book Abstract

      Main Idea

      Is it better to be first to market with a new product or to delay getting to market until you have a better product?

      Popular wisdom states there is always a first-mover advantage – the first company to get to market with a new product will enjoy greater name recognition, a higher market share and enduring leadership over everyone else who later enters the same markets. In reality, however, the facts actually point to a different conclusion. Most markets and product categories tend to be dominated by the companies that best harness the five key drivers of long-term success rather than exclusively seeking a first-mover advantage:

      In short, a market pioneer has the first bite at the cherry of market leadership, but over the long haul, market leadership will ultimately be bestowed on whichever company best exploits these five drivers – be they a pioneer or a late market entrant.

      About the Author

      GERARD TELLIS is a professor at the Marshall School of Business, the University of Southern California, Los Angeles. Dr. Tellis (a graduate of the University of Michigan) specializes in the areas of market entry, technology innovation, new product development and advertising. He worked previously as a sales development manager for Johnson & Johnson and is the author of more than 40 articles and books.

      PETER GOLDER is associate professor of marketing at the Stern School of Business, New York University. Dr. Golder (a graduate of the University of Southern California) carries out research focusing on market pioneering, new products, long-term leadership and branding. Prior to earning a PH.D., Dr. Golder worked for Conoco and

      Enjoying the preview?
      Page 1 of 1