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Commodore, 58 Compaq, 31 Competition, 7, 22 32 and the choice industry, 28, 30 31 in consumer electronics, 25 26 in health care, 24 25 and law of division, 27 29 pitfalls related to, 31 32 proliferation of product choices, 22 26 in world s market, 26 Competitors, repositioning, 2, 34 49 with attacks that resonate, 39 42 caution in, 35 36 in China, 48 49 by exploiting weaknesses, 121 122 finding a weakness for, 36 38 improvement as reaction to, 122 123 by putting competitor in its place, 45 48 setting up a positive in, 43 44 Complacency, 74 CompUSA, 134 Computer industry: evolution in, 57 58 readjusting perceptions in, 150 151 value in PC market, 128 129 Conglomerates, 78 (See also Bigness) Consistency, 158 Consultants, 196 197 Consumer electronics, competition in, 25 26
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Continental Airlines, 132 Convergence as evolution, 70 71 Coors Beer, 100 Corporate Strategy Board, 87 Cortopassi, Dino, 175 176 Costs, arguments based on, 131 Courage, mental, 177 Credit card industry, 66 67 Crest, 122 Crisco, 102 Crisis, 109, 112 123 and end of long-term planning, 113 115 at General Motors, 118 120 guidelines for dealing with, 121 123 in nuclear energy, 116 118 repositioning in, 4 5 Culture clash with mergers, 86 CVS, 69 Cyber Island concept, 152 155 DaimlerChrysler, 86 D Amore, Massimo, 83 84 Darkie/Darlie toothpaste, 64 Data General, 57 Deals, brand creation vs., 42 Death of Competition, The, 114 DEC (see Digital Equipment Corporation) Decca Records, 115 Decision making: information overload in (see Overcommunication) personal agendas in, 82 83 Deconcentration, 78 Defocus of identity, evolution and, 100 103
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Del Monte, 5, 43 44 Delegation, 172 Denny s restaurants, 2 Differentiate or Die (Jack Trout), 185 Differentiation, 13, 16 by Apple, 128 price as enemy of, 39 42 by Southwest Airlines, 126 127 of subbrands, 136 by Wal-Mart, 127 128 Difficulties in repositioning, 146 161, 164 178 Digital Equipment Corporation (DEC), 3, 31, 57, 122 Discount brokers, 129 Disruptive technologies, 3, 54 57 Distribution, evolution of, 68 70 Diversification, profitability and, 79 80 Division, law of, 27 29 Domino s Pizza, 102 Dow Chemical, 99 Drucker, Peter, 166, 167, 181, 185 188, 195 Dunbar, Robin, 81 82 Dunn, Brian, 134 Duracell, 103 Early adopters, 159 Economist, 203 Education of CEOs, 185 186 Efficiency, bigness and, 77, 78 Einstein, Albert, 13 Electronic overcommunication, 12 13 Electronics industry, 133 135 E-mail, 58 59 Eveready, 103
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Everyone is doing it trap, 104 107 Evolution, 92 107 of brand, 64 68, 100 103 in computer industry, 57 58 convergence as, 70 71 and defocus of identity, 100 103 of distribution, 68 70 and everyone is doing it trap, 104 107 failure and success of, 71 73 and growth trap, 93 96 and latest trap, 98 100 of name, 62 64 and stock options, 96 98 Excel, 151 Experts, specialists as, 103 Federal Express, 103 Fiberglas, 61 Fiorina, Carly, 98 Fleischmann s, 102 Flexibility, 76, 176 Foch, Ferdinand, 115 Focus, loss of, 18 19, 101 103 Food Network magazine, 104, 105 Foot Locker, 130 131 Forbes, Malcolm, 113 Fort Motor Company, 115 Fortune magazine, 94 96, 195 Foster, Richard, 71 72 401(k) plans, participation in, 30 Frankfort, Leo, 136 Friedman, Milton, 93 Gates, Bill, 175 Gatorade, 84 General Electric (GE), 16, 113, 116, 174 General Foods, 42
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General Motors (GM), 65, 80, 113, 118 120, 164 165, 168, 190 192 Gillette, 182 Gladwell, Malcolm, 81 82 Global Impact, 63 Global markets, 23, 26 GM (see General Motors) GMC, 120 Goodrich, 32 Goodyear, 32 Gorbachev, Mikhail, 172 173 Gore-Tex, 105 Granite Rock Company, 61 62 Greenberg, Hank, 88 Groupware, 151 Grove, Andy, 195 Growth, theoretical limits to, 87 Growth trap, 93 96 Hammer, Michael, 148 Handbook of Social Psychology, The, 149 Hastings, Reed, 152 Health care: competition in, 24 25 crisis in, 139 hospital repositioning, 199 200 Health insurance, 24 HealthGrades.com, 25 Hearst Magazines, 104 105 Heinz, 43 44 Henderson, Bruce D., 114 Heraclitus, 51 Hertz, 36, 122 123 Hewlett-Packard, 4, 31, 57, 58, 81, 87 Hospital repositioning, 199 200 Howe, David, 63
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Hull, Raymond, 165 Husni, Samir, 105 Hyundai, 5 Iacocca, Lee, 109, 175 IBM, 57, 58, 80, 151, 181 Identity, defocus of, 100 103 Incubus sneakers, 64 Inflexibility, in big companies, 80 81 Information overload (see Overcommunication) Innovator s Dilemma, The (Clayton Christensen), 2 4, 54 Insecurity, positioning and, 15 18 Inside thinking, 73 74 Intel, 72 International Service Agencies, 62 63 iPod, 98 Jin Long Zhai plum juice, 48 49 Kang Shi Fu plum juice, 48 49 Kelleher, Herb, 126, 143, 174 175 Kendall, Don, 89 90 Kodak, 34, 81, 182 Law of division, 27 29 Leadership, 180 books on, 165 166 by CEOs, 164 168 as difficulty in repositioning, 164 166 teaching as part of, 173 174 and use of shoulds, 173 visibility of, 176
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