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  . Barclay Prime     -,     .       ,   ,  .       ,    .        ,          ,        ,         FedEx  .

  :        .   ,  ࠖ  ,       .   25%      ,   60%        [2 - www.econ.ucsb.edu/~tedb/Courses/EclF07/rcstaurantsfail.pdf (http://www.econ.ucsb.edu/~tedb/Courses/EclF07/rcstaurantsfail.pdf).].

    .  蠖 ,    ,      ,      ,  .    .               .

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     ,  -   .                .   ,   ,         [13 - Shane, Scott (2008), Startup Failure Rates The REAL numbers, Small Business Trends, April 28, smallbiztrends.com/2008/04/startup-failure-rates.html (http://smallbiztrends.com/2008/04/startup-failure-rates.html).].

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notes








1


W     Starwood Hotels,   . ,          ,    ,       . . .




2


www.econ.ucsb.edu/~tedb/Courses/EclF07/rcstaurantsfail.pdf (http://www.econ.ucsb.edu/~tedb/Courses/EclF07/rcstaurantsfail.pdf).




3


,     ,  ,    ,       . . .




4


,     . . .




5


         .     ,    . . .




6


 (Taleggio)     ,    ,    . . .




7


   Barclay Prime     Yelp, www.yelp.com/biz/barclay-pnme-philadelphia (http://www.yelp.com/biz/barclay-pnme-philadelphia).




8


    , , -  . . .




9


 .  .  ,   2004            .      . . .




10


 컠   ,         ,        .      . . .




11


       ,    :  (   ),     ,  ( , ).          .

  ,    ,          . . .




12


  , ,     ,        .    ,     .       ,     :   .       ,     ,           ,        -  .   , ,        (Goel, Watts and Goldstein, 2012).        ,   ,       , . ,   , ,      ,    ,             ,   ,           . . .




13


Shane, Scott (2008), Startup Failure Rates The REAL numbers, Small Business Trends, April 28, smallbiztrends.com/2008/04/startup-failure-rates.html (http://smallbiztrends.com/2008/04/startup-failure-rates.html).




14


. Mehl, Matthais R., Simine Vazire, Nairan Ramirez-Esparza, Richard B. Slatcher, and James W. Pennebaker (2007), Are Women Really More Talkative Than Men, Science 317, 82.




15


. Keller, Ed, and Barak Libai (2009), A Holistic Approach to the Measurement of WOM,    ESOMAR Worldwide Media Measurement Conference,  (46).




16


. Trusov, Michael, Randolph E. Buckhn, and Koen Pauwels (2009), Effects of Word-of-Mouth Versus Traditional Marketing Findings from an Internet Social Networking Site, Journal of Marketing 73 (September), 90102.




17


Bughm, Jacques, Jonathan Doogan, and Ole Jorgen Vetvik (2010), A New Way to Measure Word-of-Mouth Marketing, McKinsey Quarterly ( ).




18


. Godes, David, and Dina Mayzlin (2009), Firm-Created Word-of-Mouth Communication Evidence from a Field Study, Marketing Science 28, no 4, 721739.




19


Chevalier, Judith, and Dina Mayzlin (2006), The Effect of Word of Mouth on Sales Online Book Reviews, Journal of Marketing Research 43, 3, 345354.




20


Iyengar, Raghuram, Christophe Van den Bulte, and Thomas W. Valente (2011), Opinion Leadership and Social Contagion in New Product Diffusion, Marketing Science 30, no 2, 195212.




21


Christakis, Nicholas A., and James Fowler (2009), Connected The Surprising Power of Our Social Networks and How They Shape Our Lives (NewYork Little, Brown and Company).




22


Stephen, Andrew, and Jeff Galak (2012), The Effects of Traditional and Social Earned Media on Sales A Study of a Microlending Marketplace, Journal of Marketing Research (forthcoming), Trusov, Bucklin, and Pauwels, Effects of Word-of-Mouth Versus Traditional Marketing.




23


Crest Whitestrips 3D White    ,    . . .




24


Schmitt, Philipp, Bernd Skiera, and Christophe Van den Bulte (2011), Referral Programs and Customer Value, Journal of Marketing 75 (January), 4659. . www.techcrunch.com/2011/11/27/social-proof-why-people-like-to-follow-the-crowd (http://www.techcrunch.com/2011/11/27/social-proof-why-people-like-to-follow-the-crowd).




25


Endon, Corey (2011), 25 Billion Pieces of Content Get Shared on Facebook Monthly, Hubspot Blog, December 2, blog.hubspot.com/blog/tabid/6307/bid/29407/25-Bilhon-Pieces-of-Content-Get-Shared-on-Facebook-Monthly-INFOGRAPHIC.aspx (http://blog.hubspot.com/blog/tabid/6307/bid/29407/25-Bilhon-Pieces-of-Content-Get-Shared-on-Facebook-Monthly-INFOGRAPHIC.aspx).




26


            : Keller, Ed, and Brad Fay (2012), The Face-to-Face Book Why Real Relationships Rule in a Digital Marketplace (NewYork Free Press).




27


.www.news.cnet.com/83011023_3-10421016-93 html (http://www.news.cnet.com/8301-1023_3-10421016-93%20html).




28


Arthur, Charles (2009), Average Twitter User has 126 Followers, and Only 20% of Users Go via Website, The Guardian, March 29, www.guardian.co.uk/technology/blog/2009/jun/29/twitter-users-average-api-traffic (http://www.guardian.co.uk/technology/blog/2009/jun/29/twitter-users-average-api-traffic).




29


  ,       堖     ,     ,     .   ,      , , , - ,        .        ,     .         , , ,         .         .  ,    ,    ,   ,  .        ,              ,     .            .




30


. articles.businessinsider.com/2009-0520/tech/30027787_l_tubemogul-videos-viral-hits (http://articles.businessinsider.com/2009-05%E2%80%9320/tech/30027787_l_tubemogul-videos-viral-hits).




31


 .  .       . .:  , 2010. . .




32


Gladwell, Malcolm (2000), The Tipping Point How Little Things Can Make a Big Difference (NewYork Little, Brown).




33


Keller, Ed, and Jon Berry (2003), The Influen-hals One American in Jen Tells the Other Nine How to Vote, Where to Eat, and What to Buy (NewYork Free Press).




34


         ,  ,         ,     ,    . . Bakshy, Eytan, Jake Hofman, Winter A. Mason, and Duncan J. Watts (2011), Everyones an Influencer Quantifying Influence on Twitter, Proceedings of the Fourth International Conference on Web Search and Data Mining, Hong Kong, see also Watts, Duncan J., and Peter S. Dodds (2007), Networks, Influence, and Public Opinion Formation, Journal of Consumer Research 34, 4, 441458.  - ,   -  ,     .    ,   ,   ,  ?  ,        ?   ,  -  ,     -.   ,   ,   ,  ?  ,    -,       ?        ,    ,  ,   .




35


     . . .




36


 蠖  , , , , . . .




37


Sauer, Patrick J. (2008), Confessions of a Viral Video Superstar, Inc magazine, June 19.   www.jonahberger.com (http://www.jonahberger.com/),  ,     iPhone.




38


   ,   1-  XIX.         (   ).         . . .




39


. www.donteattheshnmp.com/2007/07/03/will-it-blcnd-gets-blendtcc-in-the-wsj/ (http://www.donteattheshnmp.com/2007/07/03/will-it-blcnd-gets-blendtcc-in-the-wsj/)  www.magazine.byu.edu/?act=view&a=2391 (http://www.magazine.byu.edu/?act%3dview%26a%3d2391)        Blendtec.




40


  -,  ,            .        :  .,  . .   ,     . (http://litres.ru/pages/biblio_book/?art=6571140) .: ,  , 2014. . .




41


STEPPS (. steps )   ,          (Social Currency, Triggers, Emotions, Public, Practical Value, Stories). . .


