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|Author||Paul Geroski and Constantinos Markides|
|Publisher||Jossey-Bass, San Francisco|
|LC Class||HF5415.153 .M338 2005|
According to the authors, a "fast second company" 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.
It was a nominee of the 2005 Financial Times and Goldman Sachs Business Book of the Year Award.
- 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.
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