Abstract
An experiment is presented in which a failing corporation is described by executive MBA students as performing well on all of Peters and Watermans’ eight principles of excellence. Implications for using In Search of Excellence as a teaching tool are discussed.
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© 2015 Academy of Marketing Science
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Parent, M., Slama, M. (2015). In Search of Excellence: A Tool for Teaching Marketing Management?. In: Malhotra, N. (eds) Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11101-8_33
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DOI: https://doi.org/10.1007/978-3-319-11101-8_33
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