Home » Roadside MBA: Back Road Lessons for Entrepreneurs, Executives and Small Business Owners by Michael Mazzeo
Roadside MBA: Back Road Lessons for Entrepreneurs, Executives and Small Business Owners Michael Mazzeo

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

Michael Mazzeo

Published
ISBN : 9781478977926
Audio
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 About the Book 

While playing hooky from a conference in Boston a few years back, three former colleagues from Northwesterns 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 salesMoreWhile playing hooky from a conference in Boston a few years back, three former colleagues from Northwesterns 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 DAlenes 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 isnt all egghead- the chapters are spiced with the type of vehicular mishaps and Maalox moments that are common on any road trip.