Think of at least three entrepreneurial firms, not listed in Table 5.1, that benefit greatly from their Internet domain names.

In each case, to what extent do you think the strength of their Internet domain names is instrumental to their ability to limit the number of new entrants in their industries?

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TABLE 5.1 NONTRADITIONAL BARRIERS TO ENTRY Barrier to Entry Strength of management team Explanation If a start-up puts together a world-class management team, it may give potential rivals pause in taking on the start-up in its chosen industry. Example Zynga First-mover advantage If a start-up pioneers an industry or a new concept within an existing industry, the name recognition the start-up establishes may create a formidable barrier to entry. Facebook Passion of management team If the key employees of a start-up are highly motivated by its unique Amgen and employees Unique business model Internet domain name Inventing a new approach to an industry and executing the idea in an exemplary fashion culture, are willing to work long hours because of their belief in what they are doing, and anticipate large financial gains through stock options, this is a combination that cannot be replicated by a larger firm. Think of the employees of a biotech firm trying to find a cure for a disease. Netflix www.1800contacts. If a start-up is able to construct a unique business model and establish a network of relationships that make the business model work, this set of advantages creates a barrier to entry. Some Internet domain names are so "spot-on" in regard to a specific product or service that they give a start-up a meaningful leg com up in terms of e-commerce opportunities. Think of www.1800flowers.com, www.1800gotjunk.com, and www.bodybuilding.com. If a start-up invents a new approach to an industry and executes it in an exemplary fashion, these factors create a barrier to entry for potential imitators. Cirque du Soleil