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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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