Reading and learning
material
YOUR success in this course will depend on keeping up with
the required readings. You will need to juggle several types
of reading material. There is a text-book, a book of case
studies, and one of readings, and a weekly periodical to which
you will subscribe.
Required reading
You should familiarize yourself with the course load and
organize your studies in a way that will help you relate different
sources to the concepts under discussion. Here is the list
which also includes recommended sources for written English
communication.
Books
Articles
- Marketing Myopia
- The Fall and Rise of Strategic Planning
Cases
- 21-Speed Gizmos, Inc
- Bayerische Motoren Werke AG (BMW)
- MicroFridge: The Concept
- Intel (online)
Periodicals
- Develop a habit of reading news and business periodicals,
and keep up with the world around you. Consider Business
Week, Fortune,
Forbes, Fast
Company, Strategy+Business,
The New
York Times, and other similar publications and read
them with the intention of linking what you read to what
you are learning in this course. At the beginning of every
class we will have a brief section on "What's new in
your World" where you will share your findings, insights,
and other pertinent current information.
- I have some articles from Strategy+Business, linked with
permission, for you to read or use in your research. This
requires that you create an account for yourself at their
site, which is free of charge. Other magazines and journals
may require a similar sign up. You should use all the resources
at your disposal for your research, in this course or later
in your career.
Recommended reading
Although no book is required, the writing style and formatting
will follow the guidelines explained
in detail elsewhere in this Web.You may find one of the
following writing guides helpful in preparing your written
work.
- Diana Hacker, A Pocket Style Manual, Third Edition. Bedford
Books, 1999
- Corbett & Finkle, The Little English Handbook: Choices
and Conventions. Seventh edition. Harper Collins Publishers,
1995.
- Andrea Lunsford, Robert Connors. Easy Writer: A Pocket
Guide. St. Martin's Press, 1997.
- You may find and use other similar sources as long as
they have a section on Chicago Style of referencing citations.
In addition to these, there may be other readings that you
will obtain and study. For these, refer to the weekly assignments.
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Seventh edition.
John Wiley & Sons, Inc. 2004.
