Description
Book SynopsisJulian Birkinshaw is Professor and Chair of Strategy & Entrepreneurship at LBS. He's a Fellow of the British Academy & holds PhD & MBA degrees. He was recently placed 39th on the global Thinkers 50 list of thought leaders in the field of management.
Ken Mark is a businessman, entrepreneur, research & writer. He's written more than 100 case studies for use in MBA classrooms.
Table of ContentsPart 1: Management
1. Change management: Kotter’s eight-step model
2. Cognitive biases in decision making
3. Emotional intelligence
4. Negotiating techniques: BATNA
5. 360-degree assessment
Part 2: Marketing
6. Multichannel marketing
7. The 4 Ps of marketing
8. Pricing strategies: dynamic pricing
9. Product life cycle
10. Segmentation and personalised marketing
Part 3: Strategy
11. The BCG growth–share matrix
12. Blue ocean strategy
13. Core competence and the resource-based view
14. Five forces analysis
15. Game theory: the prisoner’s dilemma
Part 4: Innovation and entrepreneurship
16. Design thinking
17. Disruptive innovation
18. The lean startup
19. Open innovation
20. Scenario planning
Part 5: Finance
21. Capital asset pricing model
22. Capital budgeting
23. Ratio analysis
24. Valuing the firm
25. Weighted average cost of capital
