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1、TheElementsofPlatformLeadershipWithvisionthatextendsbeyondtheircurrentbusinessoperationsorthetechnicalspecificationsofoneproduct,platformleaderscancreateanindustryecosystemgreaterthanthesumofitsparts.MichaelA.CusumanoandAnnabelleCawerouwouldthinkthatacompanylikeIntel,whichin2001providednearly85%oft
2、hemicroprocessorsforpersonalcomputers,wouldfeelrelativelysecure.Butcompaniesholdingthekeystopopulartechnologydon'tliveinavacuum.Inmanycases,theyaredependentnotonlyoneconomicforcesinthewiderworldbutalsoontheresearch-and-developmentactiv-itiesofpartners.DavidJohnson,oneofthedirectorsoftheIntelArchite
3、ctureLabs(lAL)inHillsboro,Oregon,goessofarastocallthatrealitydesperate."Wearetiedtoinnovationsbyotherstomakeourinnovationvaluable.Ifwedoinnovationintheprocessor,andMicrosoftorindependentsoftwarepartiesdon'tdoacorrespondinginnovation,ourinnovationwiltbeworthless.Soitreallyisadesperatesituationforus.
4、"'MichaelA.CusumanoistheMITSloanManagementReviewDistinguishedProfessorofManagementattheMITSloanSchoolofManagement.AnnabelleGawerisanassistantprofessorofstrategyandmanagementatINSEADinFontainebleau,France.Theyareco-authorsoi"PlatformLeadership:HowIntelMicrosoftandCiscoDriveIndustryInnovation."Contac
5、tthematcusumano@mit.eduandannabelle.gawer©insead.edu.tlluitialton;e-CreqRayloSPRING2002MITSLOANMANAGEMENTREVIEW51IndustryCapabilityStackhasnovaluewithoutothercompanies'products:operatingsystems,softwareapplications,software-developmenttoolsandhardware(monitors,keyboards,stor-agedevices,memorychipsa
6、ndthelike).COAL:END-USERAWARENESSThosecomplementaryproductsfueledthegrowthofthePCmarket.ButIntelcon-CONTENTsidersitssituationdesperatebecauseitcannotbecertainthatitsownkeycomple-mentorswillcontinuetoproducemarket-APPLICATIONSexpandinginnovationsasfastasInteldoes.Norcanitbesurethatitstargetplat-lET
7、WORKform,thepersonalcomputer,willevolveincompatibleways.ThatdependencyhasbeenseeninotherADD-ONSindustriesaswell—forexample,withtheI'lcompact-discplayerandthevideorecorder,alsoplatformproductstiedtocomple-OP
