Ch. 1 Introduction 1
Ch. 2 Burger wars : McDonald's vs. Burger King, Yum et al. 11
Ch. 3 Cola wars : Coca-Cola vs. PepsiCo 31
Ch. 4 Airliner wars : Boeing vs. Airbus 53
Ch. 5 Sneaker wars : Nike vs. Reebok 72
Ch. 6 Al Dunlap savages Scott Paper and Sunbeam 91
Ch. 7 Ford Explorers with Firestone tires : ill handling a killer scenario 105
Ch. 8 Perrier - overresponding to a crisis 119
Ch. 9 The Kmart/Sears merger of faltering firms 133
Ch. 10 Hewlett-Packard under Carly Fiorina 145
Ch. 11 Toys "R" Us : trying to defend against Wal-Mart 161
Ch. 12 Gateway's efforts to stay alive 175
Ch. 13 Maytag : an incredible sales promotion in England 191
Ch. 14 Merck's Vioxx catastrophe 205
Ch. 15 Snapple : Quaker's reckless acquisition 219
Ch. 16 Newell Rubbermaid destroys a growth mode 233
Ch. 17 Euro Disney : bungling a successful format 246
Ch. 18 Harley-Davidson - creating an enduring mystique 265
Ch. 19 Vanguard - success in taking the road less traveled 280
Ch. 20 Southwest Airlines - "try to match our prices" 292
Ch. 21 Wal-Mart : the unstoppable 309
Ch. 22 Boston Beer - is greater growth possible? 331
Ch. 23 OfficeMax - to the end 345
Ch. 24 Conclusions : what can be learned? 359