Back Road Lessons for Entrepreneurs, Executives, and Small Business OwnersBook - 2014 | First edition
"While playing hooky from a conference in Boston a few years back, three former colleagues from Northwestern's Kellogg School of Management hopped in a car and headed on a road trip. They pulled into a shoe store in Maine and noticed that the sales help was unusually pushy. After a few questions, they discovered the store had a "secret shopper" program, in which employees would be marked down if they were not sufficiently aggressive with customers. A light bulb went off. Instead of teaching the tried-and-true case studies involving GE and Microsoft, these three wise men decided to pull their heads out of their ivory towers and go in search of insights about product differentiation, pricing, brand management, building a team, and a host of other topics"--Provided by publisher.
Publisher: New York : Business Plus, 2014
Edition: First edition
Branch Call Number: 658 M4591R 2014
Characteristics: xxiv, 279 pages : map ; 24 cm
Alternative Title: Roadside Masters of Business Administration