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Chapter 06
1. Once a company has decided to employ one of the five basic competitive
strategies, then it must also consider such additional strategic choices as
3. Which of the following is not among the principal offensive strategy options that a
company can employ?
A. Adding new features or models and otherwise broadening the product line to
close off vacant niches and gaps to opportunity-seeking challengers
B. Thwarting the efforts of rivals to attack with lower prices by maintaining
economy-priced options of its own
C. Engaging in a preemptive strike strategy in an effort to discourage rivals from
being aggressive
D. Signaling challengers that retaliation is likely in the event that they launch an
attack
E. Making early announcements about impending new products or price changes
to induce potential buyers to postpone switching
15. Being first to initiate a strategic move can have a high payoff in all but which one
of the following instances?
A. When pioneering helps build a firm's image and reputation with buyers
B. When first-time customers remain strongly loyal to pioneering firms in making
repeat purchases
C. When early commitments to new technologies, new-style components, new or
emerging distribution channels, and so on can produce an absolute cost
advantage over rivals
D. When moving first can constitute a preemptive strike, making imitation extra
hard or unlikely
E. When pioneering leadership is more costly than followership
16. First-mover advantages are unlikely to be present in which one of the following
instances?
A. When pioneering helps build a firm's image and reputation with buyers
B. When first-time customers remain strongly loyal to pioneering firms in making
repeat purchases
C. When early commitments to new technologies, new-style components, new or
emerging distribution channels, and so on can produce an absolute cost
advantage over rivals
D. When moving first can constitute a preemptive strike, making imitation extra
hard or unlikely
E. When rapid market evolution (due to fast-paced changes in technology or
buyer preferences) presents opportunities to leapfrog a first mover's products
with more attractive next-version products
17. In which of the following instances are first-mover disadvantages not likely to
arise?
A. When the costs of pioneering are much higher than being a follower and only
negligible buyer loyalty or cost savings accrue to the pioneer
B. When rivals are employing offensive strategies rather than defensive
strategies
C. When the products of an innovator are somewhat primitive and do not live up
to buyer expectations
D. When buyers are skeptical about the benefits of a new technology or product
being pioneered by a first mover
E. When rapid market evolution (due to fast-paced changes in technology or
buyer preferences) gives fast followers and maybe even cautious late movers
the opening to leapfrog a first mover's products with more attractive next-
version products
18. When the race among rivals for industry leadership is a marathon rather than a
sprint,
19. Market conditions and factors that tend not to favor first movers include
21. The two most compelling reasons for a company to pursue vertical integration
(either forward or backward) are to
A. expand into foreign markets and/or control more of the industry value chain.
B. broaden the firm's product line and/or avoid the need for outsourcing.
C. enable use of offensive strategies and/or gain a first-mover advantage over
rivals in revamping the industry value chain.
D. strengthen the company's competitive position and/or boost its profitability.
E. achieve product differentiation and/or lengthen the company's value chain to
include more activities performed in-house and thereby gain greater ability to
reduce internal operating costs.
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22. A vertically integrated firm is one that performs value chain activities along more
than one stage of the industry's overall value chain and such integration is not
considered to be
24. The two best reasons for investing company resources in vertical integration
(either forward or backward) are to
A. speed entry into foreign markets and/or exercise stronger control over
operating costs.
B. broaden the firm's product line and/or enable the company to charge a
premium price for its product/service.
C. gain a first-mover advantage in adopting new production technologies and/or
employ potent defensive strategies.
D. strengthen the company's competitive position and/or boost its profitability.
E. achieve greater product differentiation and/or gain better access to
prospective buyers.
25. For backward vertical integration into the business of suppliers to be a viable and
profitable strategy, a company must
A. gain better access to end users, improve market awareness, and/or include
the end user's purchasing experience as a differentiating feature.
B. the opportunity to capture the profits being earned by forward distribution allies
(and thereby increase the company's own profits).
C. reduce or eliminate disruptions in the delivery of the company's products to
end users.
D. avoid channel conflict.
E. expand a company's geographic coverage.
28. Which of the following is typically the strategic impetus for forward vertical
integration?
A. Being able to control the wholesale/retail portion of the industry value chain
B. Fewer disruptions in the delivery of the company's products to end users
C. Gaining better access to end users and better market visibility
D. Broadening the company's product line
E. Allowing the firm access to greater economies of scale
29. Bypassing regular sales channels in favor of Internet retailing can have strong
appeal if it
A. are nearly always a more attractive strategic option than merger and
acquisition strategies.
B. carry the substantial risk of raising a company's costs.
C. carry the substantial risk of making a company overly dependent on its
suppliers.
D. increase a company's risk exposure to changing technology and/or changing
buyer preferences.
E. involve farming out value chain activities presently performed in-house to
outside specialists and strategic allies.
33. Outsourcing the performance of value chain activities presently performed in-
house to outside vendors and suppliers makes strategic sense when
PARIS
CHERUBINI
Lesueur, seeing how well I got on, thought it best for me to become a
regular Conservatoire student and, with the consent of Cherubini, the
director, I was enrolled.
It was a mercy I had not to appear before the formidable author of Medea,
for the year before I had put him into one of his white rages by thwarting
him.
Now the Conservatoire had not been run on precisely Puritanic lines, so,
when Cherubini succeeded Perne as director, he thought proper to begin by
making all sorts of vexatious rules. For instance, men must use only the door
into the Faubourg Poissonière and women that into the Rue Bergère—which
were at opposite ends of the building.
One day, knowing nothing of the new rule, I went in by the feminine
door, but was stopped by a porter in the middle of the courtyard and told to
go back and all round the streets to the masculine door. I told the man I
would be hanged if I did, and calmly marched on.
I had been buried in Alcestis for a quarter of an hour, when in burst
Cherubini, looking more wicked and cadaverous and dishevelled even than
usual. With my enemy, the porter, at his heels, he jerked round the tables,
narrowly eyeing each student, and coming at last to a dead stop in front of
me.
“That’s him,” said the porter.
Cherubini was so furious that, for a time, he could not speak, and, when
he did, his Italian accent made the whole thing more comical than ever—if
possible.
“Eh! Eh! Eh!” he stuttered, “so it is you vill come by ze door I vill not
’ave you?”
“Monsieur, I did not know of the new rule; next time——”
“Next time? Vhat of zis next time? Vhat is it zat you come to do ’ere?”
“To study Gluck, Monsieur, as you see.”
“Gluck! and vhat is it to you ze scores of Gluck? Vhere get you
permission for enter ze library?”
“Monsieur” (I was beginning to lose my temper too), “the scores of
Gluck are the most magnificent dramatic works I know, and I need no
permission to use the library since, from ten to three, it is open to all.”
“Zen I forbid zat you return.”
“Excuse me, I shall return whenever I choose.”
That made him worse.
“Vha-Vha-Vhat is your name?” he stammered.
“My name, Monsieur, you shall hear some day, but not now.”
“Hotin,” to the porter, “catch ’im and make ’im put in ze prison.”
So off we went, the two—master and servant—hot foot after me round
the tables. We knocked over desks and stools in our headlong flight, to the
amazement of the quiet onlookers, but I dodged them successfully, crying
mockingly as I reached the door:
“You shan’t have either me or my name, and I shall soon be back here
studying Gluck.”
That was my first meeting with Cherubini, and I rather wondered whether
he would remember it when I met him next in a less irregular manner. It is
odd that, twelve years later, in spite of him, I should have been appointed
first curator, then librarian of that very library. As for Hotin, he is now my
devoted slave and a rabid admirer of my music. I have many other Cherubini
stories to tell. Any way, if he chastised me with whips, I certainly returned
the compliment with scorpions.
VI
MY FATHER’S DECISION
The hostility of my people had somewhat died down, thanks to the success
of my mass, but, naturally another reverse started it with renewed fury.
In the 1826 preliminary examination of candidates for admission to the
Institute I was hopelessly plucked. Of course my father heard of it, and
promptly wrote that, if I persisted in staying on in Paris, my allowance
would stop.
My dear master kindly wrote asking him to reconsider his letter, saying
that my eventual success was certain, since I oozed music at every pore. But,
by ill luck, he brought in religious arguments—about the worst thing he
could have done with my free-thinking father, whose blunt—almost rude—
answer could not but wound Lesueur on his most susceptible side. From the
beginning:
“Monsieur, I am an atheist,” the rest may be guessed. The forlorn hope of
gaining my end by personal pleading sent me back to La Côte, where I was
received frostily and left to my own reflections for some days, during which
I wrote to Ferrand:
“No sooner away from the capital than I want to talk to you. My journey
was tiresome as far as Tarare, where I began a conversation with two young
men, whom I had, so far, avoided, thinking they looked dilettanti. They told
me they were artists, pupils of Guérin and Gros, so I told them I was a pupil
of Lesueur. They said all sorts of nice things of him, and one of them began
humming a chorus from the Danaïdes.
“The Danaïdes!” I cried, “then you are not a mere trifler?”
“Not I,” he answered; “have I not heard Dérivis and Madame Branchu
thirty-four times as Danaüs and Hypermnestra?”
“O-o-oh!” and we fell upon each other’s neck.
“I know Dérivis,” said the other man.
“And I Madame Branchu.”
“Lucky fellows!” I said. “But how is it that, since you are not
professional musicians, you have not caught Rossini fever and turned your
backs on nature and common sense?”
“Well, I suppose it is because, being used to seeking all that is grandest
and best in nature for our pictures, we recognise the same spirit in Gluck and
Salieri, and so turn our backs on fashionable music.”
“Blessed people! Such as they are alone worthy of being allowed to listen
to Iphigenia!”
PRIVATION
Once back in Paris, and fairly started in Lesueur’s class, I began to worry
about my debt to de Pons.
It would certainly never be paid off out of my monthly allowance of a
hundred and twenty francs. I therefore got some pupils for singing, flute and
guitar, and, by dint of strict economy, in a few months I scraped together six
hundred francs, with which I hurried off to my kind creditor.
How could I save out of such a sum? Well, I had a tiny fifth-floor room at
the corner of the Rue de Harley and the Quai des Orfèvres, I gave up
restaurant dinners and contented myself with a meal of dry bread with
prunes, raisins or dates, which cost about fourpence.
As it was summer time I took my dainties, bought at the nearest grocer’s,
and ate them on that little terrace on the Pont Neuf at the foot of Henry IV.’s
statue; watching the while the sun set behind Mont Valerien, with its
exquisite reflections in the murmuring river below, and pondering over
Thomas Moore’s poems, of which I had lately found a translation.
But de Pons, troubled at my privations—which, since we often met, I
could not hide from him—brought fresh disaster upon me by a piece of well-
meant but fatal interference. He wrote to my father, telling him everything,
and asking for the balance of his debt. Now my father already repented
bitterly his leniency towards me; here had I been five months in Paris
without in the least bettering my position. No doubt he thought that I had
nothing to do but present myself at the Institute to carry all before me: win
the Prix de Rome, write a successful opera, get the Legion of Honour, and a
Government pension, etc., etc.
Instead of this came news of an unpaid debt. It was a blow and naturally
reacted on me.
He sent de Pons his six hundred francs, and told me that, if I refused to
give up my musical wild-goose chase, I must depend on myself alone, for he
would help me no more.
As de Pons was paid, and I had my pupils, I decided to stay in Paris—my
life would be no more frugal than heretofore. I was really working very
steadily at music. Cherubini, of the orderly mind, knowing I had not gone
through the regular Conservatoire mill to get into Lesueur’s class, said I
must go into Reicha’s counterpoint class, since that should have preceded the
former. This, of course, meant double work.
I had also, most happily, made friends some time before with a young
man named Humbert Ferrand—still one of my closest friends—who had
written the Francs-Juges libretto for me, and in hot haste I was writing the
music.
Both poem and music were refused by the Opera committee and were
shelved, with the exception of the overture; I, however, used up the best
motifs in other ways. Ferrand also wrote a poem on the Greek Revolution,
which at that time fired all our enthusiasm; this too I arranged. It was
influenced entirely by Spontini, and was the means of giving my innocence
its first shock at contact with the world, and of awakening me rudely to the
egotism of even great artists.
Rudolph Kreutzer was then director of the Opera House, where, during
Holy Week, some sacred concerts were to be given. Armed with a letter of
introduction from Monsieur de Larochefoucauld, Minister of Fine Arts, and
with Lesueur’s warm commendations, I hoped to induce Kreutzer to give my
scena.
Alas for youthful illusions!
This great artist—author of the Death of Abel, on which I had written him
heaven only knows what nonsense some months before—received me most
rudely.
“My good friend” (he did not know me in the least), he said shortly,
turning his back on me, “we can’t try new things at sacred concerts—no time
to work at them. Lesueur knows that perfectly well.”
With a swelling heart I went away.
The following Sunday Lesueur had it out with him in the Chapel Royal,
where he was first violin. Turning on my master in a temper, he said:
“Confound it all! If we let in all these young folks, what is to become of
us?”
He was at least plain spoken!
Winter came on apace. In working at my opera I had rather neglected my
pupils, and my Pont Neuf dining-room, growing cold and damp, was no
longer suitable for my feasts of Lucullus.
How should I get warm clothes and firewood? Hardly from my lessons at
a franc a piece, since they might stop any day.
Should I write to my father and acknowledge myself beaten, or die of
hunger in Paris? Go back to La Côte to vegetate? Never. The mere idea filled
me with maddening energy, and I resolved to go abroad to join some
orchestra in New York or Mexico, to turn sailor, buccaneer, savage,
anything, rather than give in.
I can’t help my nature. It is about as wise to sit on a gunpowder barrel to
prevent it exploding as it is to cross my will.
I was nearly at my wits’ end when I heard that the Théâtre des
Nouveautés was being opened for vaudeville and comic opera. I tore off to
the manager to ask for a flautist’s place in the orchestra. All filled! A chorus
singer’s? None left, confound it all! However the manager took my address
and promised to let me know if, by any possibility there should be a vacancy.
Some days later came a letter saying that I might go and be examined at the
Freemason’s Hall, Rue de Grenelle. There I found five or six poor wights in
like case with myself, waiting in sickening anxiety—a weaver, a blacksmith,
an out-of-work actor and a chorister. The management wanted basses, my
voice was nothing but a second-rate baritone; how I prayed that the examiner
might have a deaf ear.
The manager appeared with a musician named Michel, who still belongs
to the Vaudeville orchestra. His fiddle was to be our only accompaniment.
We began. My rivals sang, in grand style, carefully prepared songs, then
came my turn. Our huge manager (appropriately blessed with the name of St
Leger) asked what I had brought.
“I? Why nothing.”
“Then what do you mean to sing?”
“Whatever you like. Haven’t you a score, some singing exercise,
anything?”
“No. And besides”—with resigned contempt—“I don’t suppose you
could sing at sight if we had.”
“Excuse me, I will sing at sight anything you give me.”
“Well, since we have no music, do you know anything by heart?”
“Yes. I know the Danaïdes, Stratonice, the Vestal, Œdipus, the two
Iphigenias, Orpheus, Armida——”
“There, that will do! That will do! what a devil of a memory you must
have! Since you are such a prodigy, give us “Elle m’a prodigué” from
Sacchini’s Œdipus. Can you accompany him, Michel?”
“Certainly. In what key?”
“E flat. Do you want the recitative too?”
“Yes. Let’s have it all.”
And the glorious melody:
rolled forth, while the poor listeners, with pitifully down-cast faces, glanced
at each other recognising that, though I might be bad, they were infinitely
worse.
The following day I was engaged at a salary of fifty francs a month.
And this was the result of my parents’ efforts to save me from the
bottomless pit! Instead of a cursed dramatic composer I had become a
damned theatre chorus-singer, excommunicated with bell, book and candle.
Surely my last state was worse than my first!
One success brought others. The smiling skies rained down two new
pupils and a fellow-provincial, Antoine Charbonnel, whom I met when he
came up to study as an apothecary. Neither of us having any money, we—
like Walter in the Gambler—cried out together:
“What! no money either? My dear fellow, let’s go into partnership.”
We rented two small rooms in the Rue de la Harpe and, since Antoine
was used to the management of retorts and crucibles, we made him cook.
Every morning we went marketing and I, to his intense disgust, would insist
on bringing back our purchases under my arm without trying to hide them.
Oh, pharmaceutical gentility! it nearly landed us in a quarrel.
We lived like princes—exiled ones—on thirty francs a month each. Never
before in Paris had I been so comfortable. I began to develop extravagant
ideas, bought a piano—such a thing! it cost a hundred and ten francs. I knew
I could not play it, but I like trying chords now and then. Besides, I love to
be surrounded by musical instruments and, were I only rich enough, would
work in company with a grand piano, two or three Erard harps, some wind
instruments and a whole crowd of Stradivarius violins and ’cellos.
I decorated my room with framed portraits of my musical gods, and
Antoine, who was as clever as a monkey with his fingers (not a very good
simile, by-the-way, since monkeys only destroy) made endless little useful
things—amongst others a net with which, in spring-time, he caught quails at
Montrouge, to vary our Spartan fare.
But the humour of the whole situation lay in the fact that, although I was
out every evening at the theatre, Antoine never guessed—during the whole
time we lived together—that I had the ill-luck to tread the boards and, not
being exactly proud of my position, I did not see the force of enlightening
him. He supposed I was giving lessons at the other end of Paris.
It seems as if his silly pride and mine were about on a par. Yet no; mine
was not all foolish vanity. In spite of my parents’ harshness, for nothing in
the world would I have given them the intense pain of knowing how I gained
my living. So I held my tongue and they only heard of my theatrical career
—as did Antoine Charbonnel—some seven or eight years after it ended,
through biographical notices in some of the papers.
VIII
FAILURE
It was at this time that I wrote the Francs-Juges and, after it, Waverley.
Even then, I was so ignorant of the scope of certain instruments that, having
written a solo in D flat for the trombones in the introduction to the Francs-
Juges, I got into a sudden panic lest it should be unplayable.
However one of the trombone players at the opera, to whom I showed it,
set my mind at rest.
“On the contrary,” said he, “D flat is a capital key for the trombone; that
passage ought to be most effective.”
Overjoyed, I went home with my head so high in the air that I could not
look after my feet, whereby I sprained my ankle. I never hear that thing now
without feeling my foot ache; probably other people get the ache in their
heads.
Neither of my masters could help me in the least in orchestration—it was
not in their line. Reicha did certainly know the capacity of most wind
instruments, but I do not think he knew anything of the effect of grouping
them in different ways; besides it had nothing to do with his department,
which was counterpoint and fugue. Even now it is not taught at the
Conservatoire.
However, before being engaged at the Nouveautés I had made the
acquaintance of a friend of Gardel, the well-known ballet-master, and he
often gave me pit tickets for the opera, so that I could go regularly.
I always took the score and read it carefully during the performance, so
that, in time, I got to know the sound—the voice, as it were—of each
instrument and the part it filled; although, of course, I learnt nothing of
either its mechanism or compass.
Listening so closely, I also found out for myself the intangible bond
between each instrument and true musical expression.
The study of Beethoven, Weber and Spontini and their systems; searching
enquiry into the gifts of each instrument; careful investigation of rare or
unused combinations; the society of virtuosi who kindly explained to me the
powers of their several instruments, and a certain amount of instinct have
done the rest for me.
Reicha’s lectures were wonderfully helpful, his demonstrations being
absolutely clear because he invariably gave the reason for each rule. A
thoroughly open-minded man, he believed in progress, thereby coming into
frequent collision with Cherubini, whose respect for the masters of harmony
was simply slavish.
Still, in composition Reicha kept strictly to rule. Once I asked his candid
opinion on those figures, written entirely on Amen or Kyrie eleison, with
which the Requiems of the old masters bristle.
“They are utterly barbarous!” he cried hotly.
“Then, Monsieur, why do you write them?”
“Oh, confound it all! because everyone else does.”
Miseria!
Now Lesueur was more consistent. He considered these monstrosities
more like the vociferations of a horde of drunkards than a sacred chorus, and
he took good care to avoid them. The few found in his works have not the
slightest resemblance to them, and indeed his