Fast second
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| Author | Paul Geroski and Constantinos Markides |
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| Language | English |
| Publisher | Jossey-Bass, San Francisco |
| Released | 2005 |
| ISBN | ISBN 0-7879-7154-5 |
Fast Second is the title of a book by Paul Geroski and Constantinos Markides
Geroski, Paul; Constantinos Markides (2005). Fast second: How smart companies bypass radical innovation to enter and dominate new markets. San Francisco: Jossey-Bass. ISBN 0-7879-7154-5.
A Fast Second lets other companies innovate and experiment to create new markets. Then the fast second enters the market just as the dominant design is about to emerge, helps create the dominant design, and uses its size to capture the market.
The book identifies Microsoft, Proctor & Gamble, Amazon.com, Canon Inc., JVC and Heinz as successful fast second firms.
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