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Outsmart the MBA Clones: The Alternative Guide to Competitive Strategy, Marketing and Branding Hardcover – January 7, 2008


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Product Details

  • Hardcover: 200 pages
  • Publisher: Paramount Market Publishing, Inc. (January 7, 2008)
  • Language: English
  • ISBN-10: 0978660285
  • ISBN-13: 978-0978660284
  • Product Dimensions: 5.9 x 8.9 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #937,707 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Dr. Dan Herman is an expert in identifying growth opportunities and creating competitive advantages for companies and for brands. He is a co-owner and the CEO of "Competitive Advantages," a global strategy consulting firm. Dr. Herman is also a keynote speaker, professional lecturer, seminar leader and training workshop moderator.

More About the Author

Dan Herman, PhD, is an inventor of new ways for companies and individual businesspersons to succeed thrive and profit. He is a businessman, an entrepreneur and a globally renowned expert in competitive strategy, marketing innovation and branding. He has extensive business and managerial experience.


Current activities
------------------


Dr. Dan Herman (http://www.danherman.com) is the owner and CEO of Competitive Advantages a highly trained and specialized task force operating globally to help companies develop a unique attractiveness to their markets and the leader of the THINK SHORT consulting network specializing in developing branding and marketing new products designated to arouse rapid buyer enthusiasm.

Dr. Herman is also a shareholder and active member of the board of the Elyakim, Herman & Nahardea Advertising (http://www.elyakim.co.il), in Tel Aviv, Israel.

Dr. Herman is a keynote speaker and a trainer of his original methods. He is frequently interviewed in the media worldwide, wherever he is active.


Career background
------------------


Dr. Dan Herman's managerial and business experience includes senior executive positions such as:
- VP Marketing of Migdal Group (Israel's largest group of insurance and financial services and subsidiary of the multinational Generali Group),
- Senior VP of Dahaf Group - a part of True North Communications, now acquired by Interpublic (advertising, home shopping TV channel, marketing services and consumer research)
- Deputy Director General for Strategy and Research at Bauman-Ber Advertising - Saatchi & Saatchi.

Dr. Herman lectured at several leading universities and colleges in Israel (Bar Ilan University, The College of Management Academic Studies, and others) for more than a decade, until his international consulting activities took priority and his frequent travels prevented him from keeping an orderly teaching schedule.


Bibliography
------------


Dr. Dan Herman has published three books to date, that have been translated into a number of languages. He has also written numerous articles and academic textbook chapters.

Dr. Herman authored two strategy, marketing and branding books in the Hebrew language: Achieving an Unfair Advantage: Winning Strategic Management in a World of MBA Clones and The Brand Builder's Guide. The latter was translate into Russian and published in Moscow by Geleos under the title Birth of a Brand. A collection of his articles, I want to be a brand, was published in Turkey by Alteo.

His recent book Outsmart the MBA Clones: The Alternative Guide to Competitive Strategy, Marketing and Branding was published in the USA by Paramount Books (www.outsmart-mba-clones.com). The book is available for purchase on Amazon.com. His next book, THINK SHORT: Developing, Branding and Marketing Innovations That Fly is expected in the near future.

Dr. Herman also published two e-books: Short-Term Brands Revolutionize Branding (November 2002) and The Making or Faking of Emotionally Significant Brands (June 2003).

Dr. Herman has made several contributions of chapters and articles to academic handbooks including: Consumer Behavior: Implications for Marketing Strategies Edited by G. Radha Krishna, Icfai University Press 2005, Emotional Branding, edited by Nasreen Taher, Icfai University Press 2006, Lifestyle Marketing - Concepts And Cases edited by K. Sangeetha, Icfai University Press 2007.

Dr. Herman's articles were published in such reputable magazines and professional edited websites as (a very partial list):

The Journal of Brand Management - www.palgrave-journals.com/bm
The Icfai University Journal of Brand Management (India)
The CEO Refresher - www.refresher.com/ceo.html
Marketing Profs - www.marketingprofs.com
Brand Channel - www.brandchannel.com
All About Branding - www.allaboutbranding.com
Top Manager (Russia) - www.top-manager.ru
Social Science Research Network - www.ssrn.com
Management Craft - managementcraft.typepad.com
The Pool - www.poolonline.com
The Manager (Germany) - www.themanager.org
The Marketing Association of Australia and New Zealand - www.marketing.com.au
BrandScape Africa - www.brandscapeafrica.org

Customer Reviews

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I was very pleasantly surprised by Dr. Herman's book.
frumiousb
Herman's fresh thinking about competitive advantage, marketing, customer segmentation, differentiation and branding will challenge your thinking.
Craig L. Howe
This is a one-of-a-kind book and I highly recommend it.
Susanna Hutcheson

Most Helpful Customer Reviews

20 of 20 people found the following review helpful By Craig Matteson HALL OF FAMETOP 500 REVIEWER on February 7, 2008
Format: Hardcover
Masters degrees in Business Administration (MBA) are not only being taught in elite schools, but in nearly every university, college, and diploma mill that can find some way to get accreditation. Most of the programs teach their students similar concepts in the core subjects of Financial and Management Accounting, Finance, Economics, Statistics, Operations, Organizational Behavior, Information Systems, Marketing and Corporate Strategy. If everyone has the same tools and book of tactics, including how to differentiate your company and create a competitive advantage, how can you actually compete and win in the real world? Worse, these kinds of programs train these managers to work, think, and fit in to the large companies that hire MBAs by the campusfull. That is why this book refers to MBA Clones and provides an approach that takes a different tack than standard MBA thinking would see.

It isn't that what you learn as an MBA isn't valuable, it's that learning the core of a business program provides you with only a basic toolset. You still need to learn to apply them. However, if you apply them like everyone else (the problem with `best practices') you aren't creating a compelling advantage. The best business folks are artists and use their toolsets in powerfully creative ways to win in the marketplace.

Dan Herman is a Ph.D. and CEO (and co-owner) of Competitive Advantages Ltd. Through which he and his team serve companies all around the world. Their goal is to help their clients identify growth opportunities and creating `unfair' competitive advantages. Along with this Advantagizing they help create powerful and compelling brands and profitable business models.
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9 of 10 people found the following review helpful By Byron D. Metrikin Gold on January 22, 2008
Format: Hardcover
This book, which I was privileged to read as a review copy of the publisher, contains a totally new approach to marketing, one that is not taught in business schools, one that is geared to today's changed consumer environment. For example, to read the author's description of the Joe Boxer phenomenon is for old fogies like me to have a lightbulb on the culture suddenly turn on.

The book is full of extraordinary insights. A true page-turner, I highly recommend it.
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7 of 8 people found the following review helpful By Craig L. Howe on February 10, 2008
Format: Hardcover
Long-term strategies have been replaced by ones that adapt and change as opportunities are identified.

"Launch and forget" brands today, such as Marboro, are rare. They have been replaced by visual identities and advertising styles that change rapidly. To succeed over the long-term managements must succeed in the short-term time after time.

Dan Herman, citing observations from Copernicus Marketing Consulting, argues brands are becoming like commodities. Consumers can no longer differentiate them from sugar, corn or cement. They are created by marketers who employ the same data, the same focus groups and data analysis. The marketers have become indistinguishable.

In this new environment, Herman observes:

1. Porter, Kotler, Aaker and Ries and their rules are obsolete.
2. Marketers need to understand nature's rules. They need to be able to devise alternatives paths to the same goals.
3. Theoretical concepts are tools for thinking about reality. They are not reality itself.

If you are a seasoned marketer, this book is different from another you have read. Herman's fresh thinking about competitive advantage, marketing, customer segmentation, differentiation and branding will challenge your thinking. It is worth every penny of its cover price.
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4 of 4 people found the following review helpful By K. Johnson VINE VOICE on February 10, 2008
Format: Hardcover
"Outsmart the MBA Clones" by Dan Herman should definitely be considered as a textbook for business programs. This book uses real-life recent examples of companies, products, and services we know, explains how their creative innovations worked, and how some were imitated. Many companies and their products provide examples throughout this book. Starbucks, Google, Tower Records, Virgin, RIM's BlackBerry, etc. The days of Marlboro Man ads that go on year after year without adapting, are over.

Most businesses are more similar than different. I'll go as far to say, they're basically the same.

Not to be negative towards MBA programs, but many programs produce sheep. They are educational *institutions.* Mills. Fair enough. The knowledge and skills attained in these programs are needed and these courses often focus on graduates entering positions in established companies. Outsmart the Clones can enable you to be more innovative, adaptable, and think outside of the box. It's about tomorrow, not just today.

Successful concepts and products can often, but not always, be mimicked. Today, there are often multiple brands competing for consumers in the same market niche. Herman notes the "Commoditization of Brands," where products are so similar consumers have trouble telling them apart. Obviously, once an idea or item that's copyable is produced, many others will duplicate and follow.

There are sixteen chapters and three parts in Clones: 1) The debunking of Competitive Advantage. Today the focus should be on *Renewable* Competitive Advantage 2) O-scan, which focus on what customer will consume in the future 3) Branding.

The benefit of this book is that you don't have to be in marketing, advertising, or management to benefit from it.
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