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　　Traditionally，the first firm to commercialize a new technology has benefited from the unique opportunity to shape product definitions， forcing followers to adapt to a standard or invest in an unproven alternative. Today， however， the largest payoffs may go to companies that lead in developing integrated approaches for successful mass production and distribution.

　　Producers of the Beta format for videocassette recorders (VCRs)， for example， were first to develop the VCR commercially in 1975， but producers of the rival VHS (Video ..........