Stuart Crainer - Seventy-five greatest management decisions ever made

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title	:	The 75 Greatest Management Decisions Ever Made
author	:	Crainer, Stuart.
publisher	:	AMACOM Books
isbn10 | asin	:	081440491X
print isbn13	:	9780814404911
ebook isbn13	:	9780585101064
language	:	English
subject	Decision making--Case studies, Decision making--History, Management--Case studies, Management--History.
publication date	:	1999
lcc	:	HD30.23.C73 1999eb
ddc	:	658.4/03
subject	:	Decision making--Case studies, Decision making--History, Management--Case studies, Management--History.

Page iii The 75 Greatest Management Decisions Ever Made ... and 21 of the worst Stuart Crainer American Management Association New York Atlanta Boston Chicago Kansas City San Francisco Washington, D.C. Brussels Mexico City Tokyo Toronto

Page iv Special discounts on bulk quantities of AMACOM books are available to corporations, professional associations, and other organizations. For details, contact Special Sales Department, AMACOM, an imprint of AMA Publications, a division of American Management Association, 1601 Broadway, New York, NY 10019. Tel.: 212-903-8316 Fax: 212-903-8083 This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Library of Congress Cataloging-in-Publication Data Crainer, Stuart. The 75 greatest management decisions ever made / Stuart Crainer. p. cm. Includes index. ISBN 0-8144-0491-X 1. Decision making case studies. 2. Decision makingHistory. 3. Management case studies. 4. ManagementHistory. I. Title. II. Title: 75 greatest management decisions ever made. HD30.23.C73 1999 658.403dc21 99-30611 CIP 1999 Stuart Crainer. All rights reserved. Printed in the United States of America. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, an imprint of AMA Publications, a division of American Management Association, 1601 Broadway, New York, NY 10019. Printing number 10 9 8 7 6 5 4 3 2 1

Page v Contents Introduction ix Books on Decision Making xxi Acknowledgments xxiii Industry Inventors It's one thing to come up with a great business idea; it's quite another to change the face of the business world. Henry Ford, Apple, and Sears Roebuck are among those taking a bow. 1 The Name Game Deciding to call your business IBM rather than the Computing Tabulating & Recording Co. can make the difference between mere success and global acclaim. Naming the baby is hard; naming the company is often even more problematical. 27 Marketing Magic A single marketing decision can change the shape and fortunes of a business. Witness Coca-Cola's decision to make its drink available to U.S. troops during wartime, or the Grateful Dead's decision to allow fans to tape concerts. Marketing brilliance comes in many shapes and forms. 37

Page vi Lucky Foresight Intuition, gut feeling, instinct: Call it what you will, it plays a huge role in decision making, even though you may not acknowledge it to the rest of the board. Forget analysis; back your gut. 73 Leading By Example Great decisions often have an ethical dimension, and they are all the greater for it. Nice guys often make the greatest decisions. 85 Supermodels Decisive moments in business history have frequently produced new and imaginative solutions to age-old organizational challenges. Whether it is the M-form, the virtual organization, or the shamrock, organizational models change the business world and, sometimes, the entire world. 103 Getting On Career management is highly fashionable, but what are the decisions that can really inspire career moves? Machiavelli or bust? 123 Competitive Advantages There are more ways to leave your lover than to establish genuine competitive advantage. But some decisions have managed to do just that, keeping companies ahead of the game. 137 Bright Ideas Innovation is the modern mantra. Amid the gray order of business life, bright ideas are often notable by their absence; but some have succeeded in splashing primary colors onto the gray. 175 People Power It's all about people. Every business is a people business. The trouble is, amid the paperwork, the deadlines, the hubhub, and the corporate politics, people are easily forgotten. 193

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