Inventing HBR

By:

IRBY, JULIA

Material type:

Mixed materialsPublication details: 2012Description: 74-78NLM classification:

658.3

In: HARVARD BUSINESS REVIEWMSummary: How a modest guide for new managers morphed into an agenda setting institution. HBS marketing professor Ted Levitt saw the magazine as an underleveraged brand that he could manage like a consumer product. In a business world overturned by web based enterprises, HBR seemed strictly old economy- reading for the sitting-duck incumbent.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		7/11	Available		P14597

How a modest guide for new managers morphed into an agenda setting institution. HBS marketing professor Ted Levitt saw the magazine as an underleveraged brand that he could manage like a consumer product. In a business world overturned by web based enterprises, HBR seemed strictly old economy- reading for the sitting-duck incumbent.

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