Harder Than I Thought: Adventures of a Twenty-First Century Leader invites readers to critique the fictional journey of Jim Barton, the new CEO of a west coast aerospace firm. The book was written by business scholars Robert Austin, Richard Nolan, and Shannon O'Donnell.
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When Intel launched the Intel Inside campaign in the 1990s, many marketers thought the chip giant was nuts. Who cared about the microprocessor inside their PC? Turns out Intel created a branding sensation and raised awareness of the importance of ingredient branding, says professor John Quelch. Today's best example: The Boeing Dreamliner.
Malcolm P. McLean (1914-2001) hit on an idea to dramatically reduce labor and dock servicing time. An excerpt from In Their Time: The Greatest Business Leaders of the Twentieth Century by Harvard Business School's Anthony J. Mayo and Nitin Nohria.
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