Big Shots: Business the Richard Branson Way
Is there anything new to say about the four high-profile corporate executives featured in this series? The work of Dearlove and Crainer, two British business writers, suggests that there is not. Their texts consist of quotes from previous books and articles held together by statements that appear to have little to legitimize them. The authors give no indication of the source of their opinions, facts, and speculation. For each executive, there are ten "secrets" on which the analysis of his management style is based. Although the other three executives are referred to in each book, there is no attempt at comparative analysis. For example, for Murdoch, ruthlessness is cited as a secret of success, with the belief that "nice guys finish second." But Branson's common touch with customers and staff alike is the key to his popularity and success. Go figure. The quality of the writing is uneven and frequently repetitious, but there is an easygoing approach that makes all four books appealing for a quick read. Undergraduate term-paper writers and casual readers who have heard these names may appreciate the one-stop biography/management style content. Graduate students, businesspeople, and other specialists will pass on these books in search of more solid content.ASusan DiMattia, "Library Journal"Copyright 1999 Reed Business Information, Inc.--This text refers to an out of print or unavailable edition of this title.