D), and tech-rage softwarert of its wholera1 initiatives,rics industrycientific com--ry), and Geo-ry of maPPinglmirablY.rg pins beganiverted from a-the technicaltduct categoryrtions were norarket but had.ey tornado sig-hare when thismarket's leader'roduct categolYwhen l];re mar-not Apollo, thatrat garnered allengths and vice, exposed weak-:ong market for)90s, Sun's tech-r and in its fieldThat market hasDEC, and AT&T'I and PYramid-d have exPected'as Sun has triedtercePt the PCtrice/PerforÍtraÍrce,as created a "No;ktops andthteaL-IN THE BOWLING ATLEY 43ens indeed to invade sun's traditionally unchallengeable techni-cai domainWhat happened here? One way to put it is to say that oncesun leapt from the bowling alley into its first tornado-thetechnical unix market-it abandoned its niche marketapproach in order to serve massive demand. so fa4 so good.When it came, howeve4 to going outside that domain, Suntried to extend its tornado tactics to encompass the new territo-ries of commercial servers and commercial desktops. This didnot work. Here'.s why.In neither case was the sun whole product complete, and inneither case was it positioned as the incumbent market leader.In the case of servers, it badly lacked legacy system integrationon the product side and on the service side it lacked a sales andsupport capability appropriate to large commercial installa-tions. In the case of the commercial desktop, it lacked anappropriate accommodation with the legacy of Microsoft Dosand windows applications. To be sure, it worked hard on thisproblem, introducing its own software to emulate windows aswell as supporting third parties like Insignia solutions with itssoft PC product line. But the IT community in Fortune 500companies has been too often burned in the past by emulatedenvironments and so refused to accept these accommodations.As a result, sun is having to rethink its whole position in themarketplace and its strategy for going forward. In so doing, itneeds to keep in mind the following principles for bowiing alleystrategy as it seeks to penetrate market spaces that are not partof its traditional hegemony.