Chapter 1

1 Scott Berinato, “What Went Wrong at Cisco,” CIO Magazine, August 1, 2001.

Chapter 2

1 Aaker is the E. T. Grether Professor of Marketing and Public Policy at the Haas School of Business, U.C. Berkeley. Mascarenhas is Professor of Management at the Rutgers School of Business.

Chapter 3

1 DRAM (dynamic random access memory) is a type of memory used in most computers, but it gets “amnesia” with any power loss. In contrast, Flash memory, which is often used in digital cameras and PDA devices such as the Palm Pilot, retains its data even after power is removed. Flash memory can also be erased and reprogrammed in blocks rather than 1 byte at a time.

Chapter 4

1 Greer is a professor of management at the Neeley School of Business, Texas ...

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