50 Management Ideas You Really Need to Know (50 Ideas You Really Need to Know series) (英語) ハードカバー – 2008/4/3
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The essential management guide.50 Management Ideas You Really Need to Know demystifies the management concepts that any budding entrepreneur would want to grasp. The 50 bite-sized topics expound the wisdom of the well-known business gurus (from Peters and Porter to Welch and Gates), explain helpful theories and tools (Ansoff's Product/Market grid, the 4Ps, Boston Matrix), expand on management ideas (branding, outsourcing, supply and demand) and cover the latest commercial concepts from the online world.
Edward Russell-Walling is a writer and editor, specializing in business and finance. He has contributed to a wide range of publications, including The Times, the New Statesman and the Financial Times.
Each chapter is self-contained and delivers a two- to four-page capsule treatment of its topic. Most chapters contain definitions of key concepts, relevant historical quotes, and timelines across the bottom of the first two pages. Boxes set off from the text effectively summarize key information. Example boxes include reasons customer relations management campaigns fail (p. 57), the "Ten C's of Employee Engagement" (p. 73), and the product life cycle (p. 90).
Several chapters are particularly informative for such brief introductions. The Five Forces of Competition chapter (p. 84) presents an effective battlefield map of the forces that affect a company's competitive success. The Four P's of Marketing (p. 88) outlines the interlocking effects of product, price, place and promotion on market success. The Innovation chapter (p. 96) distinguishes between technical invention and true innovation, which must have an impact in the marketplace in order to succeed. Finally, the Long Tail chapter (p. 120) is an excellent four-page summary of the Chris Anderson's 2006 bestseller of the same name. It highlights how alternatives to mega-success, mass appeal products have become much more important in our web-business world.
Edward Russell-Walling's book has a good topic index and an adequate two-page glossary, but lacks references to supporting literature. This is an unfortunate omission in an introductory book. Readers should be aimed at further reading when they are most eager for more knowledge. This is a recurring flaw in this series of books.
The works of the major business thinkers - Drucker, Porter, Levitt, Senge, Moss Kanter etc, are all here and as a refresher to my management studies it was really helpful. It would have been nice to have a list of two or three "further reading" suggestions though to allow follow up of the major works. Admittedly some are referred to, but in light of the brief coverage (four pages per idea which is slavishly adhered to) this might have allowed more in depth exploration.
Each "idea" is given a time line which should be more of a help than it is. In fact, it's rather misleading as it implies links that often aren't there. Each idea also has a sidebar box of varying levels of interest - sometimes the author seems short of ideas of what to put here so puts a precis of a major thinker - at others it gives real world examples, with the latter being more interesting. For me, the focus should be on the ideas - 50 great management writers you need to know is a different book altogether.
It's interesting to see how some ideas have really stood the test of time while others have fallen away. Also interesting is the impact of Japanese thinking at a time when all was rosy in the land of the rising sun's economy. Rather less interesting today though. Presumably the next raft of ideas will come out of China?
The ideas include staples like the four Ps, the five forces of competition, core competencies, and marketing myopia labeled here as "what business are you really in?". All the buzz ideas of recent years - balanced scorecards, TQM, customer relationship management and benchmarking get an outing so that you can at least understand what people are supposed to be talking about even if they have misinterpreted the ideas!
Of course something is lost in the brevity of the coverage but it's a heck of a lot better than most books that try to do the same thing. If it had had a "further reading" for each idea, it would have merited a full five stars from me.