About the Book Amazon, Apple, Facebook and Google are the four most influential companies on the planet. Just about everyone thinks they know how they got there. Just about everyone is wrong



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The Four The Hidden DNA of Amazon

Engadget.
 
January 1, 2007. 
https://www.engadget.com/2007/01/09/apple-drops-
computer-from-name/
.
18
. Edwards, Jim. “Apple’s iPhone 6 Faces a Big Pricing Problem Around 
the World.” 
Business Insider
. July 28, 2014. 
http://www.businessinsider.com/android-and-iphone-market-share-
and-the-iphone-6-2014-7
.
19
. Price, Rob. “Apple is taking 92% of profits in the entire smartphone 
industry.” 
Business Insider.
 July 13, 2015. 
http://www.businessinsider.com/apple-92-percent-profits-entire-
smartphone-industry-q1-samsung-2015-7
.


20
. “Louis Vuitton Biography.” 
Biography.
 
http://www.biography.com/people/louis-vuitton-17112264
.
21
. Apple Newsroom. “‘Designed by Apple in Calfornia’ chronicles 20 
years of Apple design.” 
https://www.apple.com/newsroom/2016/11/designed-by-apple-in-
california-chronicles-20-years-of-apple-design/
.
22
. Ibid.
23
. Norman, Don. 
Emotional Design: Why We Love (or Hate) Everyday 
Things
 (New York: Basic Books, 2005).
24
. Turner, Daniel. “The Secret of Apple Design.” 
MIT Technology 
Review
, May 1, 2007. 
https://www.technologyreview.com/s/407782/the-secret-of-apple-
design/
.
25
. Munk, Nina. “Gap Gets It: Mickey Drexler Is Turning His Apparel 
Chain into a Global Brand. He wants buying a Gap T-shirt to be like 
buying a quart of milk. But is this business a slave to fashion?” 
Fortune.
 August 3, 1998. 
http://archive.fortune.com/magazines/fortune/fortune_archive/1998/08/03/246286/index.htm
26
. Gap Inc., Form 10-K for the Period Ending January 31, 1998 (filed 
March 3, 1998), from Gap, Inc. website. 
http://investors.gapinc.com/phoenix.zhtml?c=111302&p=IROL-
secToc&TOC=aHR0cDovL2FwaS50ZW5rd2l6YXJkLmNvbS9vdXRsaW5lLnhtbD9yZXBvPXRlbmsmaXBhZ2U9Njk0NjY5JnN1YnNpZD01Nw%3d%3d&ListAll=1
27
. Gap Inc., Form 10-K for the Period Ending January 31, 1998 (filed 
March 28, 2006), from Gap, Inc. website. 
http://investors.gapinc.com/phoenix.zhtml?c=111302&p=IROL-
secToc&TOC=aHR0cDovL2FwaS50ZW5rd2l6YXJkLmNvbS9vdXRsaW5lLnhtbD9yZXBvPXRlbmsmaXBhZ2U9NDA1NjM2OSZzdWJzaWQ9NTc%3d&ListAll=1
28
. “Levi Strauss & Company Corporate Profile and Case Material.” 
Clean Clothes Campaign. May 1, 1998. 
https://archive.cleanclothes.org/news/4-companies/946-case-file-levi-
strauss-a-co.html
.
29
. Levi Strauss & Co., Form 10-K for the Period Ending November 27, 
2005 (filed February 14, 2006), p. 26, from Levi Strauss & Co. 
website. 
http://levistrauss.com/investors/sec-filings/
.
30
. Warkov, Rita. “Steve Jobs and Mickey Drexler: A Tale of Two 
Retailers.” CNBC. May 22, 2012. 
http://www.cnbc.com/id/47520270
.
31
. Edwards, Cliff. “Commentary: Sorry, Steve: Here’s Why Apple Stores 
Won’t Work.” Bloomberg. May 21, 2001. 


https://www.bloomberg.com/news/articles/2001-05-20/commentary-
sorry-steve-heres-why-apple-stores-wont-work
.
32
. Valdez, Ed. “Why (Small) Size Matters in Retail: What Big-Box 
Retailers Can Learn From Small-Box Store Leaders.” Seeking Alpha. 
April 11, 2017. 
https://seekingalpha.com/article/4061817-small-size-
matters-retail
.
33
. Farfan, Barbara. “Apple Computer Retail Stores Global Locations.” 
The Balance. October 12, 2016. 
https://www.thebalance.com/apple-
retail-stores-global-locations-2892925
.
34
. Niles, Robert. “Magic Kingdom tops 20 million in 2015 theme park 
attendance report.” 
Theme Park Insider.
 May 25, 2016. 
http://www.themeparkinsider.com/flume/201605/5084
.
35
. Apple Inc. https://www.apple.com/shop/buy-iphone/iphone-7/4.7-
inch-display-128gb-gold?afid=p238|sHVGkp8Oe-
dc_mtid_1870765e38482_pcrid_138112045124_&cid=aos-us-kwgo-
pla-iphone—slid—product-MN8N2LL/A.
36

http://www.techradar.com/news/phone-and-communications/mobile-
phones/best-cheap-smartphones-payg-mobiles-compared-1314718
.
37
. Dolcourt, Jessica. “BlackBerry KeyOne keyboard phone kicks off a 
new Black-Berry era (hands-on).” CNET. February 25, 2017. 
https://www.cnet.com/prodlocationsucts/blackberry-keyone/preview/
.
38
. Nike, Inc., Form 10-K for the Period Ending May 31, 2016 (filed July 
21, 2016), p. 72, from Nike, Inc. website. 
http://s1.q4cdn.com/806093406/files/doc_financials/2016/ar/docs/nike-
2016-form-10K.pdf
.
39
. Apple Inc., Form 10-K for the Period Ending September 24, 2016 
(filed October 26, 2016), p. 43, from Apple, Inc. website. 
http://files.shareholder.com/downloads/AAPL/4635343320x0x913905/66363059-
7FB6-4710-B4A5-7ABFA14CF5E6/10-K_2016_9.24.2016_-
_as_filed.pdf
.
40
. Damodaran, Aswath. “Aging in Dog Years? The Short, Glorious Life 
of a Successful Tech Company!” 
Musings on Markets
. December 9, 
2015. 
http://aswathdamodaran.blogspot.com/2015/12/aging-in-dog-
years-short-glorious-life.html
.
41
. Smuts, G. L. 
Lion
 (Johannesburg: Macmillan South Africa: 1982), 
231.


42
. Dunn, Jeff. “Here’s how Apple’s retail business spreads across the 
world.” 
Business Insider.
 February 7, 2017. 
http://www.businessinsider.com/apple-stores-how-many-around-
world-chart-2017-2
.
43
. Kaplan, David. “For Retail, ‘Bricks’ Still Overwhelm ‘Clicks’ As 
More Than 90 Percent of Sales Happened in Stores.” GeoMarketing. 
December 22, 2015. 
http://www.geomarketing.com/for-retail-bricks-
still-overwhelm-clicks-as-more-than-90-percent-of-sales-happened-
in-stores
.
44
. Fleming, Sam, and Shawn Donnan. “America’s Middle-class 
Meltdown: Core shrinks to half of US homes.” 
Financial Times.
 
December 9, 2015. 
https://www.ft.com/content/98ce14ee-99a6-11e5-
95c7-d47aa298f769#axzz43kCxoYVk
.
45
. Gates, Dominic. “Amazon lines up fleet of Boeing jets to build its own 
air-cargo network.” 
Seattle Times.
 March 9, 2016. 
http://www.seattletimes.com/business/boeing-aerospace/amazon-to-
lease-20-boeing-767s-for-its-own-air-cargo-network/
.
46
. Rao, Leena. “Amazon to Roll Out a Fleet of Branded Trailer Trucks.” 
Fortune.
 December 4, 2015. 
http://fortune.com/2015/12/04/amazon-
trucks/
.
47
. Stibbe, Matthew. “Google’s Next Cloud Product: Google Blimps to 
Bring Wireless Internet to Africa.” 
Fortune.
 June 5, 2013. 
https://www.forbes.com/sites/matthewstibbe/2013/06/05/googles-
next-cloud-product-google-blimps-to-bring-wireless-internet-to-
africa/#4439e478449b
.
48
. Weise, Elizabeth. “Microsoft, Facebook to lay massive undersea 
cable.” 
USA Today.
 May 26, 2016. 
https://www.usatoday.com/story/experience/2016/05/26/microsoft-
facebook-undersea-cable-google-marea-amazon/84984882/
.
49
. “The Nokia effect.” 
Economist.
 August 25, 2012. 
http://www.economist.com/node/21560867
.
50
. Downie, Ryan. “Behind Nokia’s 70% Drop in 10 Years (NOK).” 
Investopedia. September 8, 2016. 
http://www.investopedia.com/articles/credit-loans-
mortgages/090816/behind-nokias-70-drop-10-years-nok.asp
.



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