The Experience Curve Doctrine Reconsidered
反驳了经验曲线理论中市场份额驱动成本优势的观点，提出创新才是成本优势的关键，并论证在多数市场条件下，追求回报率比追求市场份额更能利用创新带来的成本优势。
The author studies the relationship for a typical business unit between an advantaged cost position and the decision to build market share. He first offers a rebuttal of experience curve doctrine, the widely taught argument that causation runs from share building to cost advantage. The rebuttal counterargues that the key to generating a cost advantage is innovation. The author then makes a case that in most market circumstances rate of return building, not share building, is the most profitable way for a unit to exploit an innovation-caused cost advantage.