Publisher's Synopsis
These cases represent classic management mistakes, some of which have been widely publicized. For example, the Edsel case is perhaps the most widely known of all time. A variety of firms, industries, problems, and mistakes are presented. Most of the firms and enterprises are familiar to you - for example, Gillette, STP Corporation, the World Football League, Coors Beer, Adidas, Chrysler - although the details of their problems may not be. The time span ranges over several decades, although most of the cases involve fairly recent events. In cases where the mistakes occurred several decades ago - such as the Edsel, and Montgomery Ward's dictatorial and no-growth management - the circumstances and what can be learned are far from dated.
