THREE TOP MBA PROFESSORS — ONE BIG ROAD TRIP Full of powerful insights about product differentiation, pricing, brand management and tactics for battling the 'Big Boys', The Roadside MBA takes the blue-chip knowledge and tactics of Wall Street, and brings them to the High Street. Paul Oyer, Michael Mazzeo and Scott Schaefer have taught thousands of MBAs at some of the world's leading business schools. While travelling back from an economics conference together they dropped into 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. These three wise men decided to go in search of real-world case studies that illustrate the key lessons of an MBA. The result is a rollicking American road trip that is both a great introduction for business owners who haven't done an MBA, and an entertaining refresher for those who have.

The Roadside MBA takes cutting-edge business theory out of the classroom, and onto the open road. Over the last two years, the three authors — each of whom has taught thousands of MBAs since the 1990s at America's top business schools — have travelled the length and breadth of the USA, in search of perfect examples of the broad strategic issues many small businesses face. Using real case studies, each chapter identifies at least one important economic model at the heart of the issue — and makes it meaningful to other entrepreneurs and self starters. Written in an entertaining, informative, engaging style, you'll read about orthodontists and espresso bar owners, radio station executives and car parts manufacturers, all looking to find an edge in a tough economic environment. So wind down your window, collect your Drive-Thru MBA, and equip yourself for a brighter future...