by Fred Crawford, Ryan Mathews · Crown Business · tapa dura · ISBN 9780609608203
VAT included
Hamelyn quality guarantee · checked and verified, or your money back
«The Myth of Excellence» is the business management essay by Fred Crawford and Ryan Mathews, published by Crown Business in hardcover (272 pages, in English).
The authors argue that seeking excellence in everything is a mistake and that consumers value trust, respect, and honesty. After a study with more than 10,000 consumers, they propose the 'Consumer Relevance' strategy: master one of the five components of the transaction, differentiate in another, and be simply acceptable in the rest.
First edition published on June 26, 2001; original subtitle: 'Why Great Companies Never Try to Be the Best at Everything'.
Aimed at managers, professionals, and management students, as well as readers interested in business strategy.
Tapa dura
