The Roadside MBA

　　Full of powerful insights about product differentiation, pricing, brand management and tactics for battling the 'Big Boys', The Roadside MBA takes the blue-chip knowledge and tactics of Wall Street, and brings them to the High Street.

　　Paul Oyer, Michael Mazzeo and Scott Schaefer have taught thousands of MBAs at some of the world's leading business schools. While travelling back from an economics conference together they dropped into a shoe store in Maine and chatted to the staff - and quickly realized that the strategic problems faced by small businesses are just as rich and compelling as anything challenging Microsoft or General Electric.

　　These three wise men decided to go in search of real-world case studies that illustrate the key lessons of an MBA. The result is a rollicking American road trip that is both a great introduction for business owners who haven't done an MBA, and an entertaining refresher for those who have.

作者簡介

　　Paul Oyer is the Fred H. Merrill Professor of Economics at Stanford University's Graduate School of Business.

　　Michael Mazzeo is an Associate Professor of Management & Strategy at Northwestern University's Kellogg School of Management.

　　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.