案例2：KalOptics
换一种思维方式：研究价值学
换一种思维方式：研究价值学关于换一种思维方式：研究价值学的论文报告随着经济学的不断发展，价值学逐渐成为经济学的一个重要分支。
价值学不仅关注经济活动中的物质交换，而且重视相关参与者的所持观点、意见和感受，以此来解释人类行为和市场行为。
在这篇报告中，将着重讲解价值学的研究方法、价值与价格之间的区别、价值的内在含义、价值判断和价值决策等方面，展现研究价值学所带来的重要性和价值。
一、价值学的研究方法价值学是对市场价值的研究。
这种研究方法通常会涉及数量上的分析，例如成本-效益分析、收益-成本分析等。
但是，价值学的重点并不是数据，而是了解参与者的个人价值观。
因此，价值学通常采用质性研究方法，例如焦点小组讨论、深度访谈和案例研究。
这些方法使得研究人员能够更好地理解参与者的信念和意见。
二、价值与价格之间的区别价格是市场上交换物品的约定数量，而价值是参与者所附加的看法和感受。
由于每个人对物品的价值观可能不同，因此在市场中交换相同物品的价格也可能不同。
在价值学中，价值通常用于解释交换活动，并不等同于价格。
因此，理解价值与价格之间的区别是进行价值学研究的前提。
三、价值的内在含义价值是参与者在经济活动中所附加的看法和感受。
这种看法和感受通常涉及到一个产品或服务的实用性、情感价值、个性化价值、文化价值和社会价值等方面。
因此，当人们进行经济活动时，他们并不只是从物品本身获得价值，还会考虑其他方面的价值。
这种价值的内在含义也将成为进一步研究中重要的课题。
四、价值判断价值判断是一个人或组织对某个特定物品或服务是否有价值的行为。
这种判断是建立在个体或组织的利益和个人价值观基础之上的。
价值判断是经济决策过程中的重要部分，对于所有决策都起到关键性作用。
通过了解价值判断的机制，我们可以更好地理解市场行为，并制定更好的市场策略。
五、价值决策价值决策是一个人或组织进行经济活动的结果。
这种决策是基于人们对特定物品或服务的价值判断和其他因素（例如成本和收益）进行的。
CASE02-(指派问题案例答案1)
a)Assign one scientist to each of the five projects to maximize the total number of bid points.To maximize the scientists preferences you want to assign Dr. Tsai to lead project Up,Dr. Kvaal to lead project Stable, Dr. Zuner to lead project Choice, Dr. Mickey to leadproject Hope, and Dr. Rollins to lead project Release.b) Dr. Rollins is not available, so his “Supply” in cell I14 is reduced to zero. Since nowmust allow a project to not be done, the constraints in rows 15 to 17 becomeTotalAssigne d(B15:F15) ≤ Demand(B17:F17) rather than =.Project Up would not be done.c) Since Dr. Zooner or Dr. Mickey can lead two projects, their “Supply” in column I ischanged to 2 and the corresponding constraint changed to ≤ (in order to allow them to do either one or two projects).Dr. Kvaal leads project Stable, Dr. Zuner leads project Choice, Dr. Tsai leads project Release, and Dr. Mickey leads the projects Hope and Up.d) Under the new bids of Dr. Zuner the assignment does not change:e) Certainly Dr. Zuner could be disappointed that she is not assigned to project Stable,especially when she expressed a higher preference for that project than the scientist assigned. The optimal solution maximizes the preferences overall, but individual scientists may be disappointed. We should therefore make sure to communicate the reasoning behind the assignments to the scientists.f) Whenever a scientist cannot lead a particular project we constrain the correspondingchanging cell (E10, F10, C13, E13, and B14) to equal 0.Dr. Kvaal leads project Stable, Dr. Zuner leads project Choice, Dr. Tsai leads project Release, Dr. Mickey leads project Up, and Dr. Rollins leads project Hope.g) When we want to assign two assignees to the same task we need to duplicate that task.Project Up is led by Dr. Mickey, Stable by Dr. Kvaal, Choice by Dr. Zuner, Hope by Dr. Arriaga and Dr. Santos, and Release by Dr. Tsai and Dr. Rollins.h) No. Maximizing overall preferences does not maximize individual preferences.Scientists who do not get their first choice may become resentful and therefore lack the motivation to lead their assigned project. For example, in the optimal solution of part(g), Dr. Santos clearly elected project Release as his first choice, but he was assigned tolead project Hope.In addition, maximizing preferences ignores other considerations that should befactored into the assignment decision. For example, the scientist with the highestpreference for a project may not be the scientist most qualified to lead the project.。
SOLO分类理论及其在教学中的应用
SOLO分类理论及其在教学中的应用一、本文概述本文旨在探讨SOLO分类理论及其在教学中的应用。
我们将对SOLO分类理论进行简要介绍，包括其起源、基本内容和特点。
然后，我们将重点分析SOLO分类理论在教学中的实际应用，包括如何根据学生的认知发展阶段设计教学活动、如何评估学生的学习成果等。
通过对SOLO分类理论的研究和实践，我们可以更好地理解学生的认知发展规律，为教学设计提供科学的理论支撑，从而提高教学质量和效果。
本文还将探讨SOLO分类理论在不同学科、不同年龄段教学中的应用案例，以期为教育工作者提供有益的参考和启示。
二、SOLO分类理论概述SOLO分类理论，全称为“可观察的学习成果结构”（Structure of the Observed Learning Outcome），是由澳大利亚教育心理学家约翰·比格斯（John Biggs）和凯文·科利斯（Kevin Collis）于1982年提出的一种学习成果分类理论。
该理论以皮亚杰的认知发展阶段理论为基础，着重分析学生在学习过程中的思维结构层次，以此来评估学生的学习质量和深度。
SOLO分类理论将学生的学习成果划分为五个层次，从低到高分别为：前结构层次（Prestructural）、单点结构层次（Unistructural）、多点结构层次（Multistructural）、关联结构层次（Relational）和抽象拓展结构层次（Extended Abstract）。
这五个层次反映了学生从对知识的初步接触到深入理解、应用和创新的认知发展过程。
在前结构层次，学生对问题缺乏理解，无法形成有效的思维结构；在单点结构层次，学生只能从一个角度或单一知识点来理解和解决问题；在多点结构层次，学生能够联系多个知识点，但未能形成系统的知识结构；在关联结构层次，学生能够将不同知识点相互关联，形成较为完整的知识体系；而在抽象拓展结构层次，学生不仅能够深入理解知识，还能够进行创新性应用，形成独特的见解和解决方案。
Carlill Vs Carbolic Smoke Ball.doc案例
Carlill Vs. Carbolic smoke ballThe Full decision of the caseAPPEAL from a decision of Hawkins, J.(2)The defendants, who were the proprietors and vendors of a medical preparation called "The Carbolic Smoke Ball," inserted in the Pall Mall Gazette of November 13, 1891, and in other newspapers, the following advertisement: "100 reward will be paid by the Carbolic Smoke Ball Company to any person who contracts the increasing epidemic influenza, colds, or any disease caused by taking cold, after having used the ball three times daily for two weeks according to the printed directions supplied with each ball. 1000 is deposited with the Alliance Bank, Regent Street, shewing our sincerity in the matter."During the last epidemic of influenza many thousand carbolic smoke balls were sold as preventives against this disease, and in no ascertained case was the disease contracted by those using the carbolic smoke ball."One carbolic smoke ball will last a family several months, making it the cheapest remedy in the world at the price, 10, post free. The ball can be refilled at a cost of 5 Address, Carbolic Smoke Ball Company, 27, Princes Street, Hanover Square, London."The plaintiff, a lady, on the faith of this advertisement, bought one of the balls at a chemist’s, and used it as directed, three times a day, from November 20, 1891, to January 17, 1892, when she was attacked by influenza. Hawkins, J., held that she was entitled to recover the 100 The defendants appealed.Finlay, Q.C., and T. Terrell, for the defendants. The facts shew that there was no binding contract between the parties. The case is not like Williams v. Carwardine (4 B. Ad. 621), where the money was to become payable on the performance of certain acts by the plaintiff; here the plaintiff could not by any act of her own establish a claim, for, to establish her right to the money, it was necessary that she should be attacked by influenza - an event over which she had no control. The words express an intention, but do not amount to a promise: Week v. Tibold. 1 Roll. Abr. 6 (M.). The present case is similar to Harris v. Nickerson. Law Rep. 8 Q. B. 286. The advertisement is too vague to be the basis of a contract; there is no limit as to time, and no means of checking the use of the ball. Anyone who had influenza might come forward and depose that he had used the ball for a fortnight, and it would be impossible to disprove it. Guthing v. Lynn 2 B. Ad. 232 supports the view that the terms are too vague to make a contract, there being no limit as to time, a person might claim who took the influenza ten years after using the remedy. There is no consideration moving from the plaintiff: Gerhard v. Bates 2 E. B. 476. The present case differs from Denton v. Great Northern Ry. Co. 5 E. B. 860, for there an overt act was done by the plaintiff on the faith of a statement by the defendants. In order to make a contract by fulfilment of a condition, there must either be a communication of intention to accept the offer, or there must be the performance of some overt act. The mere doing an act in private will not be enough. This principle was laid down by Lord Blackburn in Brogden v. Metropolitan Ry. Co. 2 App. Cas. 666. The terms of the advertisement would enable a person who stole the balls to claim the reward, though his using them was no possible benefit to the defendants. At all events, the advertisement should be held to apply only to persons who bought directly from the defendants. But, if there be a contract at all, it is a wagering contract, as being one where the liability depends on an event beyond the control of the parties, and which is therefore void under 8 9 Vict. c. 109. Or, if not, it is bad under 14 Geo. 3, c. 48, s. 2, as being a policy of insurance on the happening of an uncertain event, and not conforming with the provisions of that section.Dickens, Q.C., and W. B. Allen, for the plaintiff. [THE COURT intimated that they required no argument as to the question whether the contract was a wager or a policy of insurance.] The advertisement clearly was an offer by thedefendants; it was published that it might be read and acted on, and they cannot be heard to say that it was an empty boast, which they were under no obligation to fulfil. The offer was duly accepted. An advertisement was addressed to all the public - as soon as a person does the act mentioned, there is a contract with him. It is said that there must be a communication of the acceptance; but the language of Lord Blackburn, in Brogden v. Metropolitan Ry. Co. 2 App. Cas. 666, shews that merely doing the acts indicated is an acceptance of the proposal. It never was intended that a person proposing to use the smoke ball should go to the office and obtain a repetition of the statements in the advertisement. The defendants are endeavouring to introduce words into the advertisement to the effect that the use of the preparation must be with their privity or under their superintendence. Where an offer is made to all the world, nothing can be imported beyond the fulfilment of the conditions. Notice before the event cannot be required; the advertisement is an offer made to any person who fulfils the condition, as is explained in Spencer v. Harding Law Rep. 5 C. P. 561. Williams v. Carwardine 4 B. Ad. 621 shews strongly that notice to the person making the offer is not necessary. The promise is to the person who does an act, not to the person who says he is going to do it and then does it. As to notice after the event, it could have no effect, and the present case is within the language of Lord Blackburn in Brogden v. Metropolitan Ry. Co. 2 App. Cas. 666. It is urged that the terms are too vague and uncertain to make a contract; but, as regards parties, there is no more uncertainty than in all other cases of this description. It is said, too, that the promise might apply to a person who stole any one of the balls. But it is clear that only a person who lawfully acquired the preparation could claim the benefit of the advertisement. It is also urged that the terms should be held to apply only to persons who bought directly from the defendants; but that is not the import of the words, and there is no reason for implying such a limitation, an increased sale being a benefit to the defendants, though effected through a middleman, and the use of the balls must be presumed to serve as an advertisement and increase the sale. As to the want of restriction as to time, there are several possible constructions of the terms; they may mean that, after you have used it for a fortnight, you will be safe so long as you go on using it, or that you will be safe during the prevalence of the epidemic. Or the true view may be that a fortnight’s use will make a person safe for a reasonable time.Then as to the consideration. In Gerhard v. Bates 2 E. B. 476, Lord Campbell never meant to say that if there was a direct invitation to take shares, and shares were taken on the faith of it, there was no consideration. The decision went on the form of the declaration, which did not state that the contract extended to future holders. The decision that there was no consideration was qualified by the words "as between these parties," the plaintiff not having alleged himself to be a member of the class to whom the promise was made.Finlay, Q.C., in reply. There is no binding contract. The money is pay able on a person’s taking influenza after having used the ball for a fortnight, and the language would apply just as well to a person who had used it for a fortnight before the advertisement as to a person who used it on the faith of the advertisement. The advertisement is merely an expression of intention to pay 100 to a person who fulfils two conditions; but it is not a request to do anything, and there is no more consideration in using the ball than in contracting the influenza. That a contract should be completed by a private act is against the language of Lord Blackburn in Brogden v. Metropolitan Ry. Co. 2 App. Cas. 692. The use of the ball at home stands on the same level as the writing a letter which is kept in the writer’s drawer. In Denton v. Great Northern Ry. Co. 5 E. B. 860 the fact was ascertained by a public, not a secret act. The respondent relies on Williams v. Carwardine 4 B. Ad. 621, and the other cases of that class; but there a service was done to the advertiser. Here no service to the defendants was requested, for it was no benefit to them that the balls should be used: their interest was only that they should be sold. Those cases also differ from the present in this important particular, that in them the service was one which could only be performed by a limited number of persons, so there was no difficulty in ascertaining with whom the contract was made. It is said the advertisement was not a legal contract, but a promise in honour, which, if the defendants had been approached in a proper way, they would have fulfilled. A request is as necessary in the case of an executed consideration as of an executory one:Lampleigh v. Braithwait 1 Sm. L. C. 9th ed. pp. 153, 157, 159; and here there was no request. Then as to the want of limitation as to time, it is conceded that the defendants cannot have meant to contract without some limit, and three limitations have been suggested. The limitation "during the prevalence of the epidemic" is inadmissible, for the advertisement applies to colds as well as influenza. The limitation "during use" is excluded by the language "after having used." The third is, "within a reasonable time," and that is probably what was intended; but it cannot be deduced from the words; so the fair result is that there was no legal contract at all.烟丸的药品制造商甲（被告），刊载一则广告，声称：任何人根据指示的方法和在特定的期间服用一颗药丸后，如果仍染上流行性感冒，可获得100英磅，并称已将1000英磅存人X X银行，以示诚意。
应用泰罗科学原理的案例
应用泰罗科学原理的案例概述泰罗科学原理是一种基于系统思维、科学方法和实证研究的工具，用于解决实际问题和优化决策的方法。
本文将介绍几个应用泰罗科学原理的案例，并说明其具体步骤和效果。
案例一：物流配送优化问题描述某物流公司在配送过程中遇到了诸多问题，包括车辆拥堵、不合理的配送路线等。
这导致了不必要的时间浪费和成本增加。
解决方案1.问题定义：首先，我们需要明确问题的定义，如车辆拥堵和不合理路线。
通过数据收集和分析，发现最拥堵的地区和最常见的配送路线。
2.因果分析：根据泰罗科学原理的思路，我们对问题的原因进行逐步分析，找出各项因素对于问题的贡献度。
比如，交通拥堵可能是由于道路结构不合理、交通信号优化不当等。
而不合理的配送路线可能是由于数据不准确、规划算法不合理等。
3.数据收集与分析：通过收集历史交通数据和运输成本数据，结合实地调研，进行数据分析，找出具体的问题根源。
4.方案提出：根据分析结果，我们可以针对不同问题提出相应的解决方案。
比如，对于交通拥堵问题，可以优化道路结构和交通信号灯控制；对于配送路线不合理的问题，可以改进数据精确度和规划算法。
5.方案实施：按照提出的方案进行实施，并不断监控和反馈，对方案进行调整和改进。
效果通过应用泰罗科学原理进行物流配送优化，该物流公司成功解决了车辆拥堵和不合理配送路线的问题。
节约了配送时间，减少了运输成本，提高了客户满意度。
案例二：产品质量改进问题描述某电子产品制造公司生产的产品在市场上出现了较高的退货率和维修率，严重影响了产品的声誉和市场份额。
解决方案1.问题定义：首先，我们需要明确问题的定义，如退货率和维修率。
通过数据分析，找出最高的退货原因和维修原因。
2.因果分析：根据泰罗科学原理的思路，我们对问题的原因进行逐步分析，找出各项因素对于问题的贡献度。
比如，产品设计缺陷、生产工艺问题、原料质量等。
3.数据收集与分析：通过收集市场反馈数据、制造过程数据等，结合质量控制手段，进行数据分析，找出具体的问题根源。
案例分析1——精选推荐
美国机构投资者炮打“司令部”“一只500磅重的大猩猩会坐在哪儿？”这并不是一个“脑筋急转弯”的问题，而是美国的一句谚语，答案是：“它想坐在哪儿就会坐在哪儿！”近来，在很多美国大型上市企业如可口可乐、花旗集团、苹果电脑等公司管理层的眼里，重量级的机构投资者——掌管约1670亿美元资产的“加州公务员退休基金”（California Public Employees' Retirement System简称Calpers），就是一只很难缠的500磅重的大猩猩，它的屁股往股东席上一坐，往往就是公司麻烦的开始。
作为全美最大的养老基金，Calpers近年来频频扮演“改革先锋”角色。
在购买了大量公司股份并成为大股东后，Calpers就开始旗帜鲜明地向所投资公司的企业治理“开炮”，他们前一段时间最辉煌的战果是：与迪斯尼公司创始人之侄罗伊·迪斯尼（Roy E.Disney）联手，在3月3日召开的迪斯尼年度股东大会上，令现任董事长兼CEO迈克尔·埃斯纳（Michael Eisner）颜面丢尽，被迫辞去了董事长职务。
日前，Calpers又准备故伎重新演，被列入“炮击黑名单”的企业多达十余家，其中已经被正式曝光的除上述几家公司外，还包括美国运通公司、强生公司、军火商洛克希德·马丁公司、通讯商南贝尔公司以及电脑外设制造商利盟公司等多家知名企业。
1．撞翻可口可乐。
上周末，Calpers通过全美最大的共同基金经理人代理投票顾问机构———机构股东服务公司(Institutional Shareholder Services简称ISS)发表声明称：在4月21日召开的年度股东大会上，他们将提出不应由同一人同时担任可口可乐的董事长与CEO职务的提案。
同时，他们将不支持可口可乐公司现任的6名审计委员会董事连任，这其中包括著名的“世界第二富豪”沃伦·巴菲特。
Calpers表示，反对他们连任的原因是该6人委员会批准可口可乐公司的会计师事务所从事与审计无关的业务，如税务建议、规划、并购咨询等。
oskar模型实践案例
oskar模型实践案例OSKAR模型是一种用于解决问题和制定决策的框架，它包含了五个关键元素：Objective（目标）、Situation（情况）、Knowledge （知识）、Action（行动）和Review（复盘）。
下面是十个以OSKAR模型为基础的实践案例，帮助你更好地理解和应用这一框架。
1. 提升销售业绩Objective: 提高公司的销售业绩。
Situation: 公司的销售额连续下滑，需要制定一套有效的销售策略。
Knowledge: 研究市场趋势、竞争对手的策略，了解客户的需求和偏好。
Action: 设计营销活动，改进产品质量，培训销售团队，加强客户关系管理。
Review: 定期评估销售数据，分析策略的有效性，进行调整和改进。
2. 提高员工满意度Objective: 提高员工满意度，增强员工的工作积极性和忠诚度。
Situation: 员工离职率高，工作效率低下，需要改善工作环境和氛围。
Knowledge: 通过调查问卷、员工反馈等方式了解员工需求和不满意的方面。
Action: 优化薪酬福利制度，提供培训机会，改善沟通和团队合作。
Review: 定期进行员工满意度调查，评估改进措施的效果，及时调整策略。
3. 减少生产成本Objective: 降低生产成本，提高利润率。
Situation: 生产成本高企，利润率下降，需要寻找降低成本的方法。
Knowledge: 研究生产流程，寻找存在的浪费和低效率的环节，了解市场对产品的需求和定价。
Action: 优化生产流程，采用节能环保技术，寻找优质且价格更低的供应商。
Review: 定期评估生产成本，与市场价格对比，评估成本降低的效果。
4. 改善客户服务质量Objective: 提升客户满意度，增加客户忠诚度。
Situation: 客户投诉率高，客户满意度低，需要改进客户服务质量。
Knowledge: 收集客户反馈，了解客户对服务的期望和不满意的方面。
阿克洛夫模型柠檬市场理论
下降的情形。
On the evening of July 24, 2021
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阿克洛夫从1966年开始加盟加州大学伯克利
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分校经济系，任助教。阿克尔洛夫得到承认是因
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为他的研究借鉴了社会学、心理学、人类学以及
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其他学科以确定经济学的影响和结果。他的专业
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（7）接下来是买主再次调整市场预期后进入
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市场，质量高于买主预期的二手车再次退出市
/ 场，如此循环，二手车市场不断萎缩。
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(thin)的市场。
• 原因：买主和卖主之间存在非对称信息
(asymmetric information)。买主可能知道市场
第二章 阿克尔洛夫模型－
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1 乔治·阿克洛夫简介
乔治·阿克洛夫（GeorgeA.Akerlof）1940年
生于美国的纽黑文，1966年获美国麻省理工学院
图3－2A表示旧汽车的平均质量随着价格的上升而提高； 图3—2B表示由于买主了解到旧汽车价格越低，其质量就越低， 即所谓便宜没好货，因此，当旧汽车价格下降时，购买量反而 会相应地减少，故旧汽车需求曲线将会向后弯曲。这表明旧汽 车市场需求不仅依赖于价格，而且依赖于质量。另一方面，供 给曲线由于价格上升使愿意出售的旧汽车数量得到增加而将照
calis检索案例
calis检索案例Calis（Computer Assisted Legal Information System）是一种用于检索法律案例和相关信息的计算机辅助系统。
它基于先进的信息检索技术，能够快速、准确地找到用户所需的法律案例，并提供相关的背景资料和法律解释。
以下是关于Calis检索案例的一些例子：1. 《李某与王某合同纠纷案》这是一起关于合同纠纷的案件，涉及合同的解释、履行和违约责任等法律问题。
通过Calis系统，用户可以输入相关关键词，如“合同”、“纠纷”等，快速找到相关的法律案例，从而了解类似案件的判决结果和法律依据。
2. 《张某盗窃案》这是一起关于盗窃罪的案件，涉及盗窃的行为、主体和刑事责任等法律问题。
通过Calis系统，用户可以输入相关关键词，如“盗窃”、“刑事责任”等，找到类似案件的判决结果和法律依据，为案件的处理提供参考。
3. 《王某离婚纠纷案》这是一起关于离婚纠纷的案件，涉及婚姻关系的解除、财产分割和子女抚养等法律问题。
通过Calis系统，用户可以输入相关关键词，如“离婚”、“财产分割”等，找到类似案件的判决结果和法4. 《某公司侵权案》这是一起关于知识产权侵权的案件，涉及侵权行为、权利保护和赔偿等法律问题。
通过Calis系统，用户可以输入相关关键词，如“侵权”、“知识产权”等，找到类似案件的判决结果和法律依据，为权利的保护和赔偿的确定提供参考。
5. 《某市政府征地案》这是一起关于政府征地的案件，涉及征地程序、补偿标准和权益保护等法律问题。
通过Calis系统，用户可以输入相关关键词，如“征地”、“补偿标准”等，找到类似案件的判决结果和法律依据，为征地纠纷的解决提供参考。
6. 《某银行不当行为案》这是一起关于银行不当行为的案件，涉及合同解释、违约责任和损害赔偿等法律问题。
通过Calis系统，用户可以输入相关关键词，如“银行”、“不当行为”等，找到类似案件的判决结果和法律依据，为维护自身权益提供参考。
浙江大学XXXX国家精品课程《技术创新管理学》中文案例
XX大学2010国家精品课程《技术创新管理学》中文案例案例一：宝洁——开放还是封闭？XX某高校的大型剧场前，排着近百米的队伍。
这些同学都是来听某家跨国企业的宣讲会的，每位前来的同学都将获得一包精美的礼品。
是什么企业有如此大的吸引力，如此大魄力？剧场前的横幅赫然写着“P&G ——where your dreams e true”。
宝洁（P&G, Procter & Gamble），总部位于美国辛辛那提市，世界最大的日用品公司之一，快速消费品领域的王者。
全球员工十多万人，2008年成为世界上市值第六大的公司，利润总量位列全球第十四位。
宝洁的发展概述1837年正是美国“西部大开发”的黄金时期，美国本土以及世界各国的各行各业的人们涌入美国西部，寻求发展机会。
来自英格兰的移民威廉•波科特（William Procter）与爱尔兰的移民詹姆斯•甘保也在其中，但是都因为客观原因在辛辛那提市（Cincinnati）定居了下来。
那时，Procter从事制造蜡烛的生意，而Gamble也在学习制造蜡烛。
巧合的是，他们两人迎娶了辛辛那提市的两姐妹，而在他们岳父的建议和说服下，两位蜡烛生意人开始合作而成为合伙人。
1837年4月12日，这两位连襟开始共同生产并销售蜡烛，由于制造工艺相似，肥皂也成为他们的主要产品之一。
同年8月份，双方各出资3万余美元，正式确立合作关系，并于辛辛那提市成立了首家生产工厂和办公室。
公司以两人的名字命名：P&G, Procter & Gamble，从此宝洁正式诞生。
虽然当时的辛辛那提市是一个繁华的商业中心，但美国也正在遭受金融危机的冲击。
全国有成百上千的银行倒闭。
然而，Procter和Gamble这两位创始人依然决定继续开创自己的事业，他们更关注的是如何与辛辛那提市里面的另外十几家肥皂和蜡烛供应商竞争，而不是金融危机。
19世纪50年代，他们将“星月争辉”的标志定为企业的非正式商标。
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案例2：KalOptics
让我们再来看一个案例：
这个案例中所有机会选项都紧密分布在地图的中间位置。
KalOptics是一家位于美国的新创企业。
该企业的技术提供了一种用于捕捉、控制、编辑你拟真纹理材料的方式，这种方式不仅便于使用、成本低，而且可以使电脑打印出的三d图像高度还原原图像。
K的产品可适用的市场，包括电影中的视觉效果、动画和游戏、广告商及设计师(用于改进室内设计师、服装设计师、建筑设计师和工业设计师的拟真效果图)。
经过对这4种不同创业机会的深入分析发
现，他们之间的潜力和挑战等级相差不大。
换句话说，尽管每个机会选项都有其优劣势，但它们却紧密分布在吸引力地图的中间位置。
在这种情况下，这个视觉地图无法为选项最具吸引力的机会提供所需的优先排序。
所以我们有必要再回到工作表2，利用工作表二中的细节，更详细地区分各机会选项。
在K这个案例中，经过对创业机会的评估和与潜在用户的交流，他们明确了一点：电影的视觉效果的
市场，虽然不是最大的，但却是最适合创业的机会，就目前来看，电影制作厂会在电影的视觉效果上投入大量资金，而且也准备接纳k的解决方案了。
它们也可以作为应用这种先进技术的“领先用户”，这样其他行业就可以以他们为标准寻找相同的解决方案了。
因此k决定把电影制片厂作为最初的目标市场。
这就完成了对主要创业机会的选择。