FORTUNE Magazine contents page MAY 30, 1994 VOL. 129, NO. 11
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(FORTUNE Magazine) – AUTOS/COVER STORY 56 IACOCCA'S MINIVAN Here's how Chrysler succeeded (and GM and Ford failed) in creating one of the most profitable products of the decade. As always, luck, timing, and moxie played major roles. But more than anything, Chryslers minivan triumph is a tribute to superior market research and the remarkable consumer instincts of Lee Iacocca. Today's managers can learn a lot about sparkingand inhibitinginnovation in large organizations from this success story. by Alex Taylor III

70 'I COULDN'T JUST PLAY GOLF ALL DAY' Life after Chrysler: an interview with Iacocca.

SELLING 74 THE BIG RISE From China to Poland to Mexico, the middle class is exploding around the globe, bringing new markets and new prosperity. by Rahul Jacob

LOOKING AHEAD 94 GENETICS: THE MONEY RUSH IS ON The final decoding of the secrets of life is opening a new era in the treatment of disease and has set drug giants rushing for alliances with biotech startups. by Gene Bylinsky

CORPORATE PERFORMANCE 111 WHEN TO TAKE ON THE GIANTS After getting too big for its niches, Johnson Wax met heavyweight competition head-on. It's stayed profitable by staying focused.

by Ronald Henkoff

114 HOW TO WIN MARKETS FAST No. 1 in cellular phones in Europe, Finland's Nokia had to export to survive. by William Echikson

117 / COMPANIES TO WATCH

EXECUTIVE LIFE 121 THE ABSOLUTE BEST WAY TO FLY Despite a decade of cost cutting, the company jet remains a fixture in the empyrean of corporate America. But it sure isnt anything CEOs like to discuss. by John Huey

INFORMATION TECHNOLOGY 131 THE WIRED EXECUTIVE With more employees working flexible hours, planning shifts is harder than ever. A telemarketer explains how software can help. by Alison L. Sprout

MANAGING 135 A NEW TOOL TO HELP MANAGERS Business-oriented economics isn't sexy. But this variant of microeconomics has a lot to say about motivating employees, outfoxing competitors, and moving into new markets. by Rob Norton

THE SERVICE 500 196 SERVICES SHOW THEIR MUSCLE With the help of the lowest interest rates in a generation, the FORTUNE Service 500 companies lifted their profits 28%, the most in five years. by Justin Martin

200 THE FORTUNE SERVICE 500 Our annual list of the largest U.S. companies in diversified services, commercial banking, finance, savings, life insurance, retailing, transportation, and utilities.

222 DEFINITIONS, EXPLANATIONS, AND NOTES

227 THE SERVICE 500 RANKED BY PERFORMANCE The top 50 companies ranked by 12 measures, from profits to return on equity.

239 THE SERVICE 500 RANKED WITHIN STATES Including where each company is based, its phone number, and the name of its CEO.

267 INDEX

DEPARTMENTS 6 EDITOR'S DESK 10 INDEX 14 NEWS/TRENDS Pill pushers get merger fever, E-mail of the fairly famous, U.S. businesses eye South Africa, management videos go Hollywood, and more.

23 FORTUNE FORECAST Are happier days here again? Business thinks so, according to a FORTUNE poll. by Vivian Brownstein

Economic Intelligence: Job insecurity, bankrupting future generations, and more.

39 PERSONAL INVESTING With all the hallmarks of an overpriced market, where is the smart money now? FORTUNE turned to three highly regarded investment pros to find out which stocks are the ones to buy.

51 LETTERS TO FORTUNE

167 PRODUCTS TO WATCH

169 BOOKS & IDEAS A journalist warns that democracy, untended, breeds demosclerosis. And TQM clashes with the sales culture at Xerox.

173 KEEPING UP The case for the numbers racket, our imported CEOs, a fan kicks around Richard Nixon, and other matters. by Daniel Seligman

176 ENTREPRENEURS After Rice Aircrafts CEO was jailed for fraud, his wife took over. Her intensive quality program is bringing customers back. by Terence P. Pare

ABOVE: After first underestimating the huge potential of the minivan, Ford introduced the Windstar earlier this year and hopes to sell more than 300,000 annually. Photo by Peter Sibbald.

COVER: Minivans like this 1994 Dodge Grand Caravan LE (photographed by Wyatt McSpadden) owe their existence in large measure to the persistence of Lee Iacocca (photographed by David Strick --Onyx).

FORTUNE (ISSN 0015-8259). Published biweekly, with three issues in October, by Time Inc. Principal office: Time & Life Building, Rockefeller Center, New York, NY 10020-1393. Reginald K. Brack Jr., Chairman; Don Logan, President; Joseph A. Ripp, Treasurer; Harry M. Johnston, Secretary. Subscriptions: U.S., possessions: one year (27 issues) $52.95; Canada: one year (27 issues) $53.73. Second-class postage paid at New York, NY, and at additional mailing offices. / Authorized as second-class mail by the Post Office Dept., Ottawa, Canada, and for payment of postage in cash. Member, Audit Bureau of Circulations. POSTMASTER: Send address changes to FORTUNE, P.O. Box 30604, Tampa, Fla. 33630-0604. Customer inquiries: FORTUNE, P.O. Box 60001, Tampa, Fla. 33660-0001. Phone: 1-800-621-8000. ) (c) 1993. Time Inc. All rights reserved. FORTUNE is a registered mark of Time Inc. For subscription queries, call Customer Service at 1-800-621-8000. Time Inc. GST R122781974.