MBA in a Box: Practical Ideas from the Best Brains in Business

The pitch is a tad gimmicky: a book called MBA in a Box that is packaged in-wait for it-a box! But this canary-yellow tome has more going for it than a clever concept. Editor Joel Kurtzman, a former chief of the Harvard Business Review, has rounded up fresh writings from a winner’s circle of business thinkers in order to present in an approachable format all … [ Read more ]

Nonprofit Entrepreneurs: How WGBH Markets its Brand

This broadcaster has built and leveraged powerful commercial brands, all while keeping a careful eye on its nonprofit mission.

How Richard Branson Works Magic

Though more known for his legendary publicity stunts, Richard Branson has led Virgin Group to success with a singular, flamboyant style. Learn the secret of how he tackles the big bad wolves of many industries.

Post-Merger Integration: How I.B.M. and Lotus Work Together

AT 8:25 A.M. on Monday, June 5, 1995, Jim Manzi, chief executive of the Lotus Development Corporation, received an unexpected phone call from Louis V. Gerstner Jr., the chairman and chief executive of the International Business Machines Corporation.

I.B.M., Mr. Gerstner said, had just tendered an all-cash offer of $64 a share for Lotus, a storied software maker in Cambridge, Mass., and he hoped Mr. … [ Read more ]

How Snap-on Tools Ratchets Its Brand

The way to create a world-class brand is to give customers what they need, when they need it, and never let them out of your sight.

How Harley Davidson Revs its Brand

Harley-Davidson has been able to build a community of enthusiasts around its brand that includes members from very diverse groups, and with almost no advertising. How does the king of heavyweight motorcycling keep its fans so loyal? It gives them a reason to “belong.”

How to ‘Truck’ the Brand – Lessons from the Grateful Dead

Sound marketing principles from an unlikely source, the Grateful Dead rock group. Jerry Garcia and his fellow musicians emerged from the non-materialistic counterculture of the 1960’s to create an exceptionally strong and lucrative brand name that has stood the test of time, and even Mr. Garcia’s death in 1995. The basis of the Grateful Dead brand was the group’s sustained personal relationship with its customers, … [ Read more ]

MACH 3: Anatomy of Gillette

Can a consumer product be launched globally in a short time? It can if sufficient resources and time are allocated to planning the effort.

How the National Basketball Association put the bounce in basketball

Once a purely American sport, basketball has been transformed by the N.B.A. into a global phenomenon. What marketing lessons does the N.B.A. teach? If you promote it, the fans will come.

Growth by Aquisition: The Case of Cisco Systems

Cisco Systems plans to dominate its market and is well on the way, having acquired 14 companies since 1993. While many acquisitions bring with them attendant stress, Cisco has more than doubled its sales and net income in 1996. The secret: not just buying, but finding organizational synergies prior to the purchase.