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Copyright 2008 Harvard Business School Publishing Corporation Published in Harvard Business Review in 1991 and 2007 Reprint #R0707n All rights reserved Printed in the United States of America

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No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to permissions@hbsp.harvard.edu, or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163.

ISBN 978-1-4221-7974-1

Library-of-Congress cataloging information forthcoming

The paper used in this publication meets the requirements of the American National Standard for Permanence of Paper for Publications and Documents in Libraries and Archives Z39.48-1992.

The Knowledge-Creating Company

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