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  Nokia    .           ,     .           ,   ,   2013. Microsoft    ,  Nokia   3%[7 - Statista (2016). Global market share held by Nokia smartphones from 1st quarter 2007 to 2nd quarter 2013: http://www.statista.com/statistics/263438/market-share-held-by-nokia-smartphonessince-2007/ (http://www.statista.com/statistics/263438/market-share-held-by-nokia-smartphonessince-2007/).].   INSEAD - ,    Nokia, :



     ,        .       .  ,   ,  ,      [8 - Huy, Q. (2014). What Could Have Saved Nokia, and What Can Other Companies Learn? INSEAD Knowledge: http://knowledge.insead.edu/strategy/what-couldhave-saved-nokia-and-what-can-othercompanies-learn-3220 (http://knowledge.insead.edu/strategy/what-couldhave-saved-nokia-and-what-can-othercompanies-learn-3220).].


  Nokia          Microsoft.       ,     ,     .       Garmin  .   Forbes  2003.         ,      [9 - Hesseldahl, A. (2012). How Garmin Failed to See the iPhone Threat. All Things D: http://allthingsd.com/20120612/howgarmin-failed-to-see-the-iphone-threat/ (http://allthingsd.com/20120612/howgarmin-failed-to-see-the-iphone-threat/).].    ,     , Garmin    -.     ,   Garmin    iPhone  Android.

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   Kodak         .     ,   2006.       Kodachrome,     74 .  Kodak    ,           .   ,   7000 ,            -.   , Kodak     [39 - McGrath, M. (2013). Kodak Is Back On The Big Board After Bankruptcy.Forbes: http://www.forbes.com/sites/maggiemcgrath/2013/11/01/there-and-backagain-10-companies-that-returned-to-themarket-after-bankruptcy/ (http://www.forbes.com/sites/maggiemcgrath/2013/11/01/there-and-backagain-10-companies-that-returned-to-themarket-after-bankruptcy/).] (        [40 - Hardy, Q. (2015). At Kodak, Clinging to a Future Beyond Film. The New York Times: http://www.nytimes.com/2015/03/22/business/at-kodak-clinging-to-a-future-beyond-film.html (http://www.nytimes.com/2015/03/22/business/at-kodak-clinging-to-a-future-beyond-film.html).]).








Kodak   ,     ,    . BlackBerry                 [41 - Trefis Team (2015). BlackBerrys Software Business: Scenarios That Could Impact The Stock Price. Forbes: http://www.forbes.com/sites/greatspeculations/2015/04/08/blackberrys-softwarebusiness-scenarios-that-could-impact-thestock-price/ (http://www.forbes.com/sites/greatspeculations/2015/04/08/blackberrys-softwarebusiness-scenarios-that-could-impact-thestock-price/).]. Nokia            [42 - Ewing, A. (2015). Nokia to Return $4.4 Billion to Investors Amid Deal Savings. Bloomberg Business: http://www.bloomberg.com/news/articles/20151029/nokia-raises-networks-profitability-target-on-cost-savings (http://www.bloomberg.com/news/articles/2015%E2%80%9310%E2%80%9329/nokia-raises-networks-profitability-target-on-cost-savings).]. TomTom  Garmin        ,    [43 - McCarthy, E. (2014). Garmin Profit Rises 5.5%, Beats Expectations. The Wall Street Journal: http://www.wsj.com/articles/garmin-profit-rises-55-beats-expectations-1406720452 (http://www.wsj.com/articles/garmin-profit-rises-5%E2%80%935-beats-expectations-1406720452).].    :               ,     ?


  

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notes








1


Ulanoff, L (2015). In 2015, Microsoft got its groove back. Mashable: http://mashable.com/2015/12/17/2015-microsoft-is-back/#9E7dahMO7mqn (http://mashable.com/2015/12/17/2015-microsoft-is-back/#9E7dahMO7mqn).




2


Wingfield, N. (2015). A $7 Billion Charge at Microsoft Leads to Its Largest Loss Ever. The New York Times: http://www.nytimes.com/2015/07/22/technology/microsoft-earnings-q4.html?_r=0 (http://www.nytimes.com/2015/07/22/technology/microsoft-earnings-q4.html?_r=0).




3


 .,  .,  .  :    Netflix, Amazon  Google. .: , 2017.




4


 .,  .  :  ,  ,        ,    . .:  , 2015.




5


Metz, C. (2014). Tech Time Warp of the Week: Watch Steve Ballmer Laugh at the Original iPhone. Wired Magazine: http://www.wired.com/2014/09/tech-time-warpof-the-week-watch-steve-ballmer-laugh-atthe-original-iphone/ (http://www.wired.com/2014/09/tech-time-warpof-the-week-watch-steve-ballmer-laugh-atthe-original-iphone/).




6


Wilhelm, A. (2013). Ballmers Biggest Regret Is Missing Out On The New Device Called The Phone. Techcrunch: https://techcrunch.com/2013/09/19/ballmers-biggest-regret-is-missing-out-on-the-new-device-called-the-phone/ (https://techcrunch.com/2013/09/19/ballmers-biggest-regret-is-missing-out-on-the-new-device-called-the-phone/).




7


Statista (2016). Global market share held by Nokia smartphones from 1st quarter 2007 to 2nd quarter 2013: http://www.statista.com/statistics/263438/market-share-held-by-nokia-smartphonessince-2007/ (http://www.statista.com/statistics/263438/market-share-held-by-nokia-smartphonessince-2007/).




8


Huy, Q. (2014). What Could Have Saved Nokia, and What Can Other Companies Learn? INSEAD Knowledge: http://knowledge.insead.edu/strategy/what-couldhave-saved-nokia-and-what-can-othercompanies-learn-3220 (http://knowledge.insead.edu/strategy/what-couldhave-saved-nokia-and-what-can-othercompanies-learn-3220).




9


Hesseldahl, A. (2012). How Garmin Failed to See the iPhone Threat. All Things D: http://allthingsd.com/20120612/howgarmin-failed-to-see-the-iphone-threat/ (http://allthingsd.com/20120612/howgarmin-failed-to-see-the-iphone-threat/).




10


 .   : ,   . .: , 2007.




11


 .   . .: , 2014.




12


March, J.G. (1991). Exploration and Exploitation in Organizational Learning. Organization Science, 2 (1), 7187.




13


Marmer, M., Herrmann, B.L., Dogrultan, E. & Berman, R. Startup Genome Report. https://s3.amazonaws.com/startupcompass-public/StartupGenomeReport1_Why_Startups_Succeed_v2.pdf (https://s3.amazonaws.com/startupcompass-public/StartupGenomeReport1_Why_Startups_Succeed_v2.pdf).




14


Bhide, A.V. (2000). The Origin and Evolution of New Businesses. Oxford: Oxford University Press.




15


 .   . Apple, PayPal, Yahoo!  20      . .: , 2011.




16


 .,  . :   . .:  , 2018. 616 .




17


OReilly, C.A. & Tushman, M.L. (2004).The Ambidextrous Organization. Harvard Business Review, 82, 7483. https://dom-knig.com/read_37389943# (https://dom-knig.com/read_373899%E2%80%9343#).




18


http://www.dictionary.com (http://www.dictionary.com/).




19


Nielsen, T. (2015). Novelty is not Innovation. Thought Works: http://www.thoughtworks.com/insights/blog/enterprise-needs-lean-product-development (http://www.thoughtworks.com/insights/blog/enterprise-needs-lean-product-development).




20


Smith, A. (2014). R&D spending unlinked to financial performance, study shows. The Financial Times: https://www.ft.com/content9./cdfe-1b2c-5abf-11e4-b44900144feab7de#axzz3I5ez9PAL (https://www.ft.com/content9./cdfe-1b2c-5abf-11e4-b449%E2%80%9300144feab7de#axzz3I5ez9PAL).




21


Jaruzelski, B., Staack, V. & Goehle, B. (2014). The Global Innovation 1000: Proven Paths to Innovation Success. strategy+business: http://www.strategy-business.com/article/00295 (http://www.strategy-business.com/article/00295).




22


Jaruzelski, B., Loehr, J. & Holman, R. (2012). The Global Innovation 1000: Making Ideas Work. strategy+business: http://www.strategy-business.com/article/00140 (http://www.strategy-business.com/article/00140).




23


Nagji, B. & Tuff, G. (2012). Managing Your Innovation Portfolio. Harvard Business Review, 90, 6674.




24


.  : https://grasshopperherder.com/ (https://grasshopperherder.com/).




25


Garud, R., Gehman, J. & Kumaraswamy, A. (2011). Complexity Arrangements for Sustained Innovation: Lessons from 3MCorporation. Organization Studies, 32, 737767.




26


Wilson, F. (2009). Thematic vs Thesis Driven Investing. AVC: http://avc.com/2009/11/thematic-vs-thesis-driven-investing/ (http://avc.com/2009/11/thematic-vs-thesis-driven-investing/).




27


Maurya, A. (2012). Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol: OReilly.




28


Blank, S. (2013). Its Time to Play Moneyball: The Investment Readiness Level. Steve Blank: https://steveblank.com/2013/11/25/its-time-to-play-moneyball-the-investment-readiness-level/ (https://steveblank.com/2013/11/25/its-time-to-play-moneyball-the-investment-readiness-level/).




29


Viki, T., Strong, C. & Kresojevic, S. (2017). The Lean Product Lifecycle: A playbook for developing innovative and profitable new products. London: Pearson.




30


         .  Moneyball        ,           . . .




31


McClure, D. (2010). MoneyBall for Startups: Invest Before Product/Market Fit, Double-Down After. Master of 500 Hats: http://500hats.typepad.com/500blogs/2010/07/moneyball-for-startups.html (http://500hats.typepad.com/500blogs/2010/07/moneyball-for-startups.html).




32


Viki, T., Strong, C. & Kresojevic, S. (2017). The Lean Product Lifecycle: A playbook for developing innovative and profitable new products. London: Pearson.




33


  Adobes Kickbox: http://kickbox.adobe.com/ (http://kickbox.adobe.com/).




34


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