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 Peter S. Fader and Sarah E. Toms, 2018

First published in the United States by Wharton School Press

This edition published by arrangement with Levine Greenberg Rostan Literary Agency and Synopsis Literary Agency

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       36 ,   ,           [1 - Electronic Arts on the Forbes Global 2000 List, Forbes, June 2018, www.forbes.com/companies/electronic-arts/ (http://www.forbes.com/companies/electronic-arts/).].  2013.         ,        ,    [2 - Paul Tassi, EA Voted Worst Company in America, Again, Forbes, April 19, 2013, www.forbes.com/sites/insertcoin/2013/04/09/ea-voted-worst-company-in-america-again/ (http://www.forbes.com/sites/insertcoin/2013/04/09/ea-voted-worst-company-in-america-again/).]. ,      ,    .           1000%[3 - Electronic Arts Inc. (EA) Interactive Chart, Nasdaq, July 16, 2018, https://www.nasdaq.com/market-activity/stocks/ea/advanced-charting (https://www.nasdaq.com/market-activity/stocks/ea/advanced-charting).   2012.   2018.      $12  $140.],   2017.        [4 - Peter Wells, EA Jumps on Strong Revenue Growth in 2017, Financial Times, January 30, 2018, www.ft.com/content/caeafb9a-060511e896509c0ad2d7c5b5 (http://www.ft.com/content/caeafb9a-0605%E2%80%9311e8%E2%80%939650%E2%80%939c0ad2d7c5b5).]. ,   ,  ,    ,  Electronic Arts (EA),    [5 -  ,    -  EA, ,    13  2018.].

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          ,   Death by Amazon  Bespoke Investment Group,   62 [13 - Get Bespokes Most Actionable Ideas, Bespoke Investment Group, April 13, 2017, www.bespokepremium.com/?s=Death%2Bby%2Bamazon (http://www.bespokepremium.com/?s=Death%20by%20amazon).].  Proshares    Decline of Retail Store (  EMTY),    56 .       堖      ,   .         Solactive-ProShares Bricks and Mortar Retail Store Index.   ,   70%    EMTY  2017.  ( 25     20%[14 - Fred Imbert, New ProShares ETF Makes Money When Retail Stocks Get Hit, CNBC, November 24, 2017, www.cnbc.com/2017/11/24/decline-of-the-retail-store-etf-tries-to-make-money-off-retails-misery.html (http://www.cnbc.com/2017/11/24/decline-of-the-retail-store-etf-tries-to-make-money-off-retails-misery.html).]),         .

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Best Buy:      


  Best Buy    $10   2013.    $70   2017.       ,   50%        2017.[15 - Best Buy (BBY): 33 Year Stock Price History, MacroTrends, March 9, 2018, www.macrotrends.net/stocks/charts/BBY/prices/best-buy-stock-price-history (http://www.macrotrends.net/stocks/charts/BBY/prices/best-buy-stock-price-history).]




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notes








1


Electronic Arts on the Forbes Global 2000 List, Forbes, June 2018, www.forbes.com/companies/electronic-arts/ (http://www.forbes.com/companies/electronic-arts/).




2


Paul Tassi, EA Voted Worst Company in America, Again, Forbes, April 19, 2013, www.forbes.com/sites/insertcoin/2013/04/09/ea-voted-worst-company-in-america-again/ (http://www.forbes.com/sites/insertcoin/2013/04/09/ea-voted-worst-company-in-america-again/).




3


Electronic Arts Inc. (EA) Interactive Chart, Nasdaq, July 16, 2018, https://www.nasdaq.com/market-activity/stocks/ea/advanced-charting (https://www.nasdaq.com/market-activity/stocks/ea/advanced-charting).   2012.   2018.      $12  $140.




4


Peter Wells, EA Jumps on Strong Revenue Growth in 2017, Financial Times, January 30, 2018, www.ft.com/content/caeafb9a-060511e896509c0ad2d7c5b5 (http://www.ft.com/content/caeafb9a-0605%E2%80%9311e8%E2%80%939650%E2%80%939c0ad2d7c5b5).




5


 ,    -  EA, ,    13  2018.




6


, .




7


Electronic Arts Reports Q4 FY17 and Full Year FY17 Financial Results, Electronic Arts, May 9, 2017, investor.ea.com/releasedetail.cfm?ReleaseID=1025604 (http://investor.ea.com/releasedetail.cfm?ReleaseID=1025604).




8


Peter Fader, Customer Centricity: Focus on the Right Customers for Strategic Advantage (Philadelphia: Wharton Digital Press, 2012), p. 39.




9


        ,   .




10


Charisse Jones and Chris Woodyard, Which Stores Is Rue21 Closing? Heres a List, USA Today, April 19, 2017, www.usatoday.com/story/money/business/2017/04/19/which-stores-rue21-closing-heres-many-them/100616484/ (http://www.usatoday.com/story/money/business/2017/04/19/which-stores-rue21-closing-heres-many-them/100616484/).




11


Barbara Farfan, Here Is a List of the Macys Stores Going out of Business in 2017, The Balance, October 9, 2017, www.thebalance.com/macys-store-closings-2892434 (http://www.thebalance.com/macys-store-closings-2892434).




12


Josh Sanburn, Why the Death of Malls Is More than Shopping, Time, July 20, 2017, time.com/4865957/death-and-life-shopping-mall/ (http://time.com/4865957/death-and-life-shopping-mall/).




13


Get Bespokes Most Actionable Ideas, Bespoke Investment Group, April 13, 2017, www.bespokepremium.com/?s=Death%2Bby%2Bamazon (http://www.bespokepremium.com/?s=Death%20by%20amazon).




14


Fred Imbert, New ProShares ETF Makes Money When Retail Stocks Get Hit, CNBC, November 24, 2017, www.cnbc.com/2017/11/24/decline-of-the-retail-store-etf-tries-to-make-money-off-retails-misery.html (http://www.cnbc.com/2017/11/24/decline-of-the-retail-store-etf-tries-to-make-money-off-retails-misery.html).




15


Best Buy (BBY): 33 Year Stock Price History, MacroTrends, March 9, 2018, www.macrotrends.net/stocks/charts/BBY/prices/best-buy-stock-price-history (http://www.macrotrends.net/stocks/charts/BBY/prices/best-buy-stock-price-history).


