Wiley & sas business Series

    Kryder ’s Law  
  The trend for magnetic disk storage to double annually, leading to signifi -
cant ongoing increases in storage capacity. It was defi ned by Mark Kryder 
while at Seagate. 
   Low-Context Culture  
  A grouping of individuals with a tendency to explicitly communicate 
concepts and avoid relying on “things left unsaid.” Cultural history and 
understanding tends to be less important. 
   Market Failure  
  An economic condition where the allocation of goods by the market cre-
ates an ineffi cient outcome. In the absence of intervention, the free market 
will achieve a suboptimal result. Common examples include the creation 
of negative market externalities such as pollution or the abuse of shared 
public grounds, commonly known as the “tragedy of the commons.” 
   Meme  
  A term coined by Richard Dawkins, it describes an idea or other cultural 
element that replicates from individual to individual through nongenetic 
means. 
   Merge  
  A process by which two or more tables are combined into one, matching 
them using one or more common fi elds. A common example involves 
combining customer data with purchasing data to create a single table that 
incorporates all available information. 

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