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by Jonah Berger (Get the Book)
Berger (Univ. of Pennsylvania) offers an interesting analysis of the factors that drive products, ideas, and behaviors to diffuse through a population. Bolstered by numerous real-world examples, such as Livestrong wristbands and the Atkins diet, the author identifies six basic principles of viral marketing--the elements encouraging social epidemics. Applications not only include traditional marketing arenas but also are culled from areas such as workplace behavior and political campaigning. Berger devotes separate chapters to his "STEPPS" for prompting viral activity; they include "Social Currency," "Triggers," "Emotion," "Public, "Practical Value," and "Stories." While some of the principles are seemingly well known, Berger underscores the key challenge of cutting through the clutter and offers advice on creating effective messages and content that will be "contagious." The result is a useful and practical guide for practitioners seeking to achieve maximal impact with a limited budget. The volume is interesting, informative, and topically relevant, as astronomically growing numbers continue to share information via mobile devices. Additionally, graduate students, particularly those in MBA programs, would find this book an engaging supplement in any marketing course. --Library Journal
by Edward F. Becker (Get the Book)
Becker (Univ. of Nebraska, Lincoln) provides an exposition of the central themes of W. V. Quine's philosophy beginning with the rejection of conventionalism, the linguistic doctrine of logical truth, and the analytic-synthetic distinction. He then moves on to the views that Quine defended: the indeterminacy of translation, the inscrutability of reference, and ontological relativity. Where he finds difficulties, he explains either how Quine modified his theories as he changed his views, or he provides suggestions as to how Quine could defend his position. Becker's exposition and critical evaluation are clear, thorough, and insightful. The closest comparison to this work is Roger Gibson's The Philosophy of W. V. Quine: An Expository Essay. --Choice
by Ron Ashkenas and Todd Jick (Get the Book)
In 1995 The Boundaryless Organization showed companies how to sweep away the artificial obstacles-such as hierarchy, turf, and geography-that get in the way of outstanding business performance. Now, in this completely revised edition of their groundbreaking work, management experts Ron Ashkenas, Dave Ulrich, Todd Jick, and Steve Kerr offer an up-to-date version of their comprehensive guide to help any organization go "boundaryless"-and become a company with the ability to quickly, proactively, and creatively adjust to changes in the environment. With new examples, a new commentary on the developments of the last five years, and illuminating first-hand accounts from pioneering senior executives, the authors once again show why "boundaryless" is a prerequisite for any organization trying to succeed in the economy of the twenty-first century. (Publisher)
by Reid Hoffman (Get the Book)
Fresh off the success of 2012's The Start-Up of You, LinkedIn cofounder Hoffman and entrepreneurs Casnocha and Yeh return with an extended version of Hoffman's Harvard Business Review article "Tours of Duty." This packed book focuses on "rebuilding trust and loyalty through an alliance" between employees and employer; the old model is "based on a dishonest conversation," which promises loyal employees guaranteed lifetime employment. Downsizing and layoffs have ended that model. Employees are now expected to think more like entrepreneurs, and companies and their staffs must find new models to build trusting, mutually productive relationships. Hoffman and his coauthors suggest that companies create "tours of duty" to foster employee growth and development. The three tours are "rotational," during which entry-level employees can learn the business and find their place; "transformational," during which the mid-career employee can do something substantive; and "foundational," for long-term employees who serve as stewards of the mission. This approach is heavily based on fast-paced, competitive world of Silicon Valley, and, at times, the emphasis on LinkedIn makes the book feel like an ad campaign. Nonetheless, the specifics on helping employees network and aligning employee and company goals and values will help all employers create an engaged and self-actualized workforce. --Publishers Weekly
