THREE TOP MBA PROFESSORS - ONE BIG ROAD TRIP Full of powerful insights about pro
duct differentiation, pricing, brand management and tactics for battling the 'Bi
g Boys', The Roadside MBA takes the blue-chip knowledge and tactics of Wall Stre
et, and brings them to the High Street. Paul Oyer, Michael Mazzeo and Scott Scha
efer have taught thousands of MBAs at some of the world's leading business schoo
ls. While travelling back from an economics conference together they dropped int
o a shoe store in Maine and chatted to the staff - and quickly realized that the
strategic problems faced by small businesses are just as rich and compelling as
anything challenging Microsoft or General Electric.
