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Roadside MBA: Back Road Lessons for Entrepreneurs, Executives and Small Business Owners - Hardcover | Diverse Reads

Roadside MBA: Back Road Lessons for Entrepreneurs, Executives and Small Business Owners

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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.

he 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.

ISBN-13: 9781455598892

Media Type: Hardcover

Publisher: Grand Central Publishing

Publication Date: 06-10-2014

Pages: 304

Product Dimensions: 6.30(w) x 9.10(h) x 1.20(d)

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.Paul Oyer is the Fred H. Merrill Professor of Economics at Stanford University's Graduate School of Business. Paul has a PhD in Economics from Princeton University, and lives in Stanford, California with his two children.Scott Schaefer holds the Kendall D. Garff Chair in Business Administration and is Professor of Finance at the University of Utah's David Eccles School of Business. He has a PhD in business economics from Stanford University's Graduate School of Business, and lives in Salt Lake City with his two children.

Table of Contents

Prologue: Lighthearted (And in Search of Footwear), We Take to the Open Road xv

Chapter 1 Scaling a Business 1

Chapter 2 Establishing Barriers to Entry 25

Chapter 3 Product Differentiation 49

Chapter 4 Setting Prices 75

Chapter 5 Managing Your Brand 99

Chapter 6 Negotiating Effectively 125

Chapter 7 Hiring 151

Chapter 8 Incentives for Employees 175

Chapter 9 Delegation 201

Chapter 10 Battling the Big Boys 227

Epilogue Strategy is a Continuous Process 253

Businesses Visited 261

Acknowledgements 263

Index 267

About the Authors 280