Management Mistakes and Successes, Tenth Edition

PREFACE

Welcome to this 10th edition of Management Mistakes and Successes. It has now been around for almost twenty-five years, and its sister book, Marketing Mistakes, for over thirty years. Who would have thought that interest in mistakes would have been so enduring? I know that many of you are past users, and hope you will find this new edition a worthy successor to earlier editions.

After many years of investigating mistakes, and more recently some successes as well, it might seem a monumental challenge to keep these new editions fresh and interesting and still provide good learning experiences. But the task of doing so, and the joy of the challenge, has made this an intriguing endeavor through the decades. It is always difficult to abandon interesting cases that have stimulated student discussions and provided good learning experiences, but newer case possibilities are ever competing for inclusion. Examples of good and bad handling of problems and opportunities are always emerging. But sometimes we bring back an oldie, and with the updating a new perspective and new learning insights often result.

For new users, I hope the book will meet your full expectations and be an effective instructional tool. Although case books abound, you and your students may find this somewhat unique and very readable, a book that can help transform dry and rather remote concepts into practical reality, and lead to lively class discussions, and even debates amid the great arena of decision making. ...