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’Whether you are a potential business school student or an experienced
25 Need-to-Know MBA Models provides
executive, this is the must-have reference guide to MBA models.’
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The essentials of an 555555555555555555555 STEPHEN MARTIN, Director General, Institute of Directors easy access to the most useful models,
MBA distilled into one book that NEENEENEENEENEE tools and concepts that are covered on
you can refer to again and again D KD KDDD K K TO TO TO TO TO TO MBA programmes. Whether you are a
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JULIAN BIRKINSHAW is Professor of
Strategy and Entrepreneurship at the • Need a range of decision-making tools
London Business School and Director of aatt yyoouurr fifinnggeerrttiippss?? Covering 25 key models that have been
the Deloitte Centre of Innovation and • carefully selected from programmes
Only want what you need to know,
Entrepreneurship. He is the author of 13
around the world, we cut through the
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Management and Becoming a Better Boss.
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With indispensible MBA models that will NEED KNOW
A TO when to use it – with key practical tips.
help you make the most out of every
business opportunity, this book tells M
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reading guide if you want D
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knowledge. L
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KEN MARK is CEO of The Martello Group.
He was Finance Director at Diversified ‘This book is an essential tool for anyone
Resources International and worked for working in management today.’ MBA
Procter & Gamble and Harvard Business SHINSUKE TODA, Managing Director,
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School. He has written case studies for Head of Europe Department, Mizuho Bank EU
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KEN MARK
Visit our website at
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www.pearson-books.com
Untitled-1 1 05/12/2016 14:50
Praise for 25 Need-to-Know MBA
Models
‘Whether you are a potential business school student or an experi-
enced executive, this is the must-have reference guide to MBA
models. I wish this book had been around when I did my MBA! At
last, the definitive reference guide to MBA models packed full of
useful tips and practical suggestions.’
Stephen Martin, Director General, Institute of Directors
‘This book is an essential tool for anyone working in management
today. It explains in clear terms the important management models
and techniques that are widely used, and what management need
to do next if they want to learn more.’
Shinsuke Toda, Managing Director, Head of Europe
Department, Mizuho Bank
‘Captures brilliantly the key ways businesses think and act in an
easy-to-read book. Complex business frameworks made easy to
understand, with helpful tips and guidance.’
Dr Matt Carter, Founder, Message House
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25 need-to-know MBA
models
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At Pearson, we believe in learning – all kinds of learning for all
kinds of people. Whether it’s at home, in the classroom or in
the workplace, learning is the key to improving our life chances.
That’s why we’re working with leading authors to bring you the
latest thinking and best practices, so you can get better at the
things that are important to you. You can learn on the page or
on the move, and with content that’s always crafted to help
you understand quickly and apply what you’ve learned.
If you want to upgrade your personal skills or accelerate your
career, become a more effective leader or more powerful
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inspiration, we can help you make progress in your work and life.
Every day our work helps learning flourish, and wherever
learning flourishes, so do people.
To learn more, please visit us at www.pearson.com/uk
The Financial Times
With a worldwide network of highly respected journalists,
The Financial Times provides global business news, insightful
opinion and expert analysis of business, finance and politics.
With over 500 journalists reporting from 50 countries
worldwide, our in-depth coverage of international news is
objectively reported and analysed from an independent,
global perspective.
To find out more, visit www.ft.com
F01 25 Need to Know MBA Models 78899 Contents.indd 4 24/11/2016 07:34
25 need-to-know
MBA models
Julian Birkinshaw and Ken Mark
Harlow, England • London • New York • Boston • San Francisco • Toronto • Sydney
Dubai • Singapore • Hong Kong • Tokyo • Seoul • Taipei • New Delhi
Cape Town • São Paulo • Mexico City • Madrid • Amsterdam • Munich • Paris • Milan
F01 25 Need to Know MBA Models 78899 Contents.indd 5 24/11/2016 07:34
Pearson Education Limited
Edinburgh Gate
Harlow CM20 2JE
United Kingdom
Tel: +44 (0)1279 623623
Web: www.pearson.com/uk
First edition published 2017 (print and electronic)
© Pearson Education Limited 2017 (print and electronic)
The rights of Julian Birkinshaw and Ken Mark to be identified as authors of this work
have been asserted by them in accordance with the Copyright, Designs and Patents
Act 1988.
The print publication is protected by copyright. Prior to any prohibited
reproduction, storage in a retrieval system, distribution or transmission in any form
or by any means, electronic, mechanical, recording or otherwise, permission should
be obtained from the publisher or, where applicable, a licence permitting restricted
copying in the United Kingdom should be obtained from the Copyright Licensing
Agency Ltd, Barnard’s Inn, 86 Fetter Lane, London EC4A 1EN.
The ePublication is protected by copyright and must not be copied, reproduced,
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except as specifically permitted in writing by the publishers, as allowed under the
terms and conditions under which it was purchased, or as strictly permitted by
applicable copyright law. Any unauthorised distribution or use of this text may be a
direct infringement of the authors’ and the publisher’s rights and those responsible
may be liable in law accordingly.
All trademarks used herein are the property of their respective owners. The use of any
trademark in this text does not vest in the author or publisher any trademark
ownership rights in such trademarks, nor does the use of such trademarks imply any
affiliation with or endorsement of this book by such owners.
Pearson Education is not responsible for the content of third-party internet sites.
ISBN: 978-1-292-17889-9 (print)
978-1-292-17890-5 (PDF)
978-1-292-17891-2 (ePub)
British Library Cataloguing-in-Publication Data
A catalogue record for the print edition is available from the British Library
Library of Congress Cataloging-in-Publication Data
A catalog record for the print edition is available from the Library of Congress
10 9 8 7 6 5 4 3 2 1
21 20 19 18 17
Cover design by Two Associates
Print edition typeset in 9 Stone Serif ITC Pro by SPi Global
Printed and bound in Great Britain by Ashford Colour Press Ltd, Gosport, Hampshire
NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION
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Contents
About the authors ⁄ ix
Acknowledgements ⁄ x
Publisher’s acknowledgements ⁄ xi
Introduction ⁄ xiii
part 1 Management ⁄ 1
1 Change management: Kotter’s eight-step model ⁄ 5
2 Cognitive biases in decision making ⁄ 11
3 Emotional intelligence ⁄ 17
4 Negotiating techniques: BATNA ⁄ 21
5 360-degree assessment ⁄ 25
part 2 Marketing ⁄ 31
6 Multichannel marketing ⁄ 33
7 The 4 Ps of marketing ⁄ 37
8 Pricing strategies: dynamic pricing ⁄ 43
9 Product life cycle ⁄ 49
10 Segmentation and personalised marketing ⁄ 55
part 3 Strategy ⁄ 61
11 The BCG growth–share matrix ⁄ 63
12 Blue ocean strategy ⁄ 69
13 Core competence and the resource-based view ⁄ 75
14 Five forces analysis ⁄ 81
15 Game theory: the prisoner’s dilemma ⁄ 87
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viii Contents
part 4 Innovation and entrepreneurship ⁄ 93
16 Design thinking ⁄ 97
17 Disruptive innovation ⁄ 103
18 The lean startup ⁄ 111
19 Open innovation ⁄ 117
20 Scenario planning ⁄ 123
part 5 Finance ⁄ 129
21 Capital asset pricing model ⁄ 131
22 Capital budgeting ⁄ 135
23 Ratio analysis ⁄ 141
24 Valuing the firm ⁄ 147
25 Weighted average cost of capital ⁄ 159
Useful books to read next ⁄ 165
Glossary of terms ⁄ 169
Index ⁄ 175
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About the authors
Julian Birkinshaw is Professor of Strategy and Entrepreneurship at
the London Business School and Director of the Deloitte Institute
of Innovation and Entrepreneurship. He is the author of 13 books,
including Fast/Forward, Reinventing Management and Becoming a
Better Boss.
Ken Mark is CEO of The Martello Group. He was Finance Director
at Diversified Resources International and worked for Procter &
Gamble and Harvard Business School. He has written case studies
for Harvard, Ivey Business School and the London Business School.
F01 25 Need to Know MBA Models 78899 Contents.indd 9 24/11/2016 07:34
