Roadside MBA
Back Road Lessons for Entrepreneurs, Executives and Small Business Owners
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- ¥2,000
発行者による作品情報
In this "refreshingly different" high-toned business book, three leading business school professors take to America's back roads in search of offbeat small businesses—enterprises that hold valuable lessons for executives and entrepreneurs everywhere (Bloomberg Businessweek).
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 embarked on a life-changing 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 lightbulb went off.
Instead of teaching the tried-and-true case studies involving GE and Microsoft, these three men decided to pull their heads out of their ivory towers and search for insights about product differentiation, pricing, brand management, building a team, and a host of other topics. Why take your cues on employee compensation from Wall Street when you can learn from a Main Street company like Couer D'Alene's best crime-scene cleaner? Want to learn about scaling a business? Come meet Dr. Burris, the flying orthodontist, who operates multiple, profitable practices in rural Arkansas.
Spiced with vehicular mishaps and unexpected finds, this is one business book you won't want to miss.
PUBLISHERS WEEKLY
Enjoying some downtime after a conference, Mazzeo, Oyer, and Schaefer (professors at the business schools of Northwestern, Stanford, and the University of Utah, respectively) walked into a small shoe store and ended up discussing management techniques and business strategies with the manager and sales team. The three realized that small business strategy is just as robust and complex as that of huge corporations. Determined that Wall Street should learn from Main Street, the authors visited small business across the U.S., including a orthodontist's office in Arkansas; a women's fitness center in Kentucky; and a machine shop and small law firm in Iowa. From this experience, they brought back lessons on scaling a business, negotiation, hiring, and delegation, among other topics. The friendly tone keeps the reader's attention through easy-to-remember business wisdom: "Mazzeo's Law: The answer to every strategic question is It depends.' Corollary 1: The trick is knowing what it depends on. Corollary 2: If the answer to a question isn't It depends,' then it's not a strategic question." This bird's-eye-view business title is gimmicky, but fun.
