2015 | OriginalPaper | Chapter
In Search of Excellence: A Tool for Teaching Marketing Management?
Authors : Michael Parent, Mark Slama
Published in: Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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An experiment is presented in which a failing corporation is described by executive MBA students as performing well on all of Peters and Watermans’ eight principles of excellence. Implications for using
In Search of Excellence
as a teaching tool are discussed.