MacMillan and McGrath’s new book, Marketbusters: 40 Strategic Moves that Drive Exceptional Business Growth, is intended to help managers identify similar high-impact opportunities within their own companies and industries. MacMillan, a Wharton management professor, and McGrath, a management professor at Columbia University, collaborated on a prior book, The Entrepreneurial Mindset, published in 2000. Marketbusters grew out of it.
But where the Entrepreneurial Mindset focused on fostering innovative behavior among all employees, Marketbusters concerns itself with “moves by upper-level managers that, even in a mature industry, might increase a firm’s market share by 2% to 2.5%,” MacMillan says. Here, the authors discuss some of the insights from their book.
Authors: Ian MacMillan, Rita Gunther McGrath
Source: Knowledge@Wharton
Subjects: Management, Strategy
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