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-
( 5) 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
(VCR’s), for example, were first to develop the VCR com-
(10) mercially in 1975, but producers of the rival VHS (Video
Home System) 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-
(15) 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 Beta’s substantial technological³ head start and
the fact that VHS was neither technically⁴ better nor cheaper
(20) 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
(25) expanded VHS’s share of the market. By the end of the
1980’s. Beta was no longer in production.
 
95. The passage is primarily concerned with which of the following?
(A)   Evaluating two competing technologies
(B)   Tracing the impact of a new technology by narrating⁷ a sequence of events
(C)   Reinterpreting an event from contemporary business history
(D)  illustrating⁸ a business strategy by means of a case history (D)
(E)   Proposing an innovative⁹ approach to business planning
 
96. According to the passage, today’s successful firms,unlike successful firms in the past, may earn the greatest profits by
(A)   investing in research to produce cheaper versions of existing technology
(B)   being the first to market a competing technology
(C)   adapting rapidly to a technological standard previously¹⁰ set by a competing firm
(D)  establishing technological leadership in order to shape product definitions in advance of competing firms.(E)
(E)   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 VCR’s in the VHS format because they believed which of the following?
(A)   VCR’s in the VHS format were technically better than competing-format VCR’s.
(B)   VCR’s in the VHS format were less expensive than competing-format VCR’s.
(C)   VHS was the first standard format for VCR’s.
(D)  VHS prerecorded videotapes were more available than Beta-format tapes. (D)
(E)   VCR’s 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
(A)   carefully restricting access to VCR technology
(B)   giving up a slight early lead in VCR sales in order to improve long-term prospects¹¹.
(C)   retaining a strict monopoly on the production of prerecorded videotapes.
(D)  sharing control of the marketing¹² of VHS-format VCR’s (D)
(E)   sacrificing technological superiority over Betaformat VCR’s in order to remain competitive in price.
 
 
99. The alignment⁶ of producers of VHS-format VCR’s with producers of prerecorded videotapes is most similar to which of the following?
(A)   The alignment of an automobile¹³ manufacturer with another automobile manufacturer to adopt a standard design for automobile engines.
(B)   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
(C)   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.
(D)  The alignment of an automobile manufacturer with its dealers¹⁶ to adopt a plan to improve automobile design.(C)
(E)   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?
(A)   It makes a general observation to be exemplified.
(B)   It outlines a process to be analyzed¹⁹.
(C)   It poses a question to be answered.
(D)  It advances an argument to be disputed.(A)
(E)   It introduces conflicting arguments to be reconciled.

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