Roadside Mba: Back Road Lessons For Entrepreneurs, Executives And Small Business Owners

Hardcover | June 10, 2014

byMichael Mazzeo, Paul Oyer, Scott Schaefer

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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 lightbulb 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. 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.
The book isn't all egghead; the chapters are spiced with the type of vehicular mishaps and Maalox moments that are common on any road trip.

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From the Publisher

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 ...

Michael Mazzeo is an Associate Professor of Management & Strategy at Northwestern University's Kellogg School of Management where he teaches the school's core MBA class in Business Strategy. Mike has a PhD in Economics from Stanford University, and lives in Chicago with his eight-year old son and many, many Legos.

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Format:HardcoverDimensions:304 pages, 9.5 × 6.5 × 1 inPublished:June 10, 2014Publisher:Grand Central PublishingLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:1455598895

ISBN - 13:9781455598892

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"Roadside MBA combines humor with business theory and practice in a fresh, amusing way. You'll be entertained and educated, ending up with a newfound admiration for the ingenuity of small-town businesses."-Success