Passage 16
Traditionally, the first firm to commercialize a new
technology has benefited from the unique opportunity to
shape product definitions, forcing followers1 to adapt to a
standard or invest in an unproven alternative. Today, how-
ever, the largest payoffs may go to companies that lead in
developing integrated approaches for successful mass
production and distribution.
Producers of the Beta format2 for videocassette recorders
, for example, were first to develop the VCR com-
mercially in 1975, but producers of the rival VHS format proved to be more successful at
forming strategic alliances with other producers and
distributors to manufacture and market their VCR format
Seeking to maintain exclusive control over VCR distri-
bution. Beta producers were reluctant to form such alli-
ances and eventually lost ground to VHS in the compe-
tition for the global VCR market.
Despite Betas substantial technological3 head start and
the fact that VHS was neither technically4 better nor cheaper
than Beta, developers of VHS quickly turned a slight early
lead in sales into a dominant5 position. Strategic alignments
with producers of prerecorded tapes reinforced the VHS
advantage. The perception among consumers that prere-
corded tapes were more available in VHS format further
expanded VHSs share of the market. By the end of the
1980s. Beta was no longer in production.
95. The passage is primarily concerned with which of the following?
evaluating two competing technologies
Tracing the impact of a new technology by narrating7 a sequence of events
Reinterpreting an event from contemporary business history
illustrating8 a business strategy by means of a case history
Proposing an innovative9 approach to business planning
96. According to the passage, todays successful firms,unlike successful firms in the past, may earn the greatest profits by
investing in research to produce cheaper versions of existing technology
being the first to market a competing technology
adapting rapidly to a technological standard previously10 set by a competing firm
establishing technological leadership in order to shape product definitions in advance of competing firms.
emphasizing the development of methods for the mass production and distribution of a new technology.
97. According to the passage, consumers began to develop a preference for VCRs in the VHS format because they believed which of the following?
VCRs in the VHS format were technically better than competing-format VCRs.
VCRs in the VHS format were less expensive than competing-format VCRs.
VHS was the first standard format for VCRs.
VHS prerecorded videotapes were more available than Beta-format tapes.
VCRs in the Beta format would soon cease to be produced.
98. The author implies that one way that VHS producers won control over the VCR market was by
carefully restricting access to VCR technology
giving up a slight early lead in VCR sales in order to improve long-term prospects11.
retaining a strict monopoly on the production of prerecorded videotapes.
sharing control of the marketing12 of VHS-format VCRs
sacrificing technological superiority over Betaformat VCRs in order to remain competitive in price.
99. The alignment6 of producers of VHS-format VCRs with producers of prerecorded videotapes is most similar to which of the following?
The alignment of an automobile13 manufacturer with another automobile manufacturer to adopt a standard design for automobile engines.
The alignment of an automobile manufacturer with an automotive glass company whereby the manufacturer agrees to purchase automobile windshields only from that one glass company
The alignment of an automobile manufacturer with a petroleum14 company to ensure the widespread availability of the fuel required by a new type of engine developed by the manufacturer.
The alignment of an automobile manufacturer with its dealers16 to adopt a plan to improve automobile design.
The alignment of an automobile dealer15 with an automobile rental17 chain to adopt a strategy for an advertising18 campaign to promote a new type of automobile
100. Which of the following best describes the relation of the first paragraph to the passage as a whole?
It makes a general observation to be exemplified.
It outlines a process to be analyzed19.
It poses a question to be answered.
It advances an argument to be disputed.
It introduces conflicting arguments to be reconciled.
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