For ch 3: Fortune 2/8/2010 "Why Doing Good Is Good For Business." http://money.cnn.com/2010/02/01/news/companies/dov_seidman_lrn.fortune/
Dov Seidman is the hottest advisor on the corporate circuit. His job is to teach executives how to "outbehave" the competition. He claims that the rise of information technology has made good behavior more important because it has become increasingly hard to hide bad behavior. This article can be discussed in conjunction with LHM Marketing 11e, chapter 3, pages 78-84 and pages 32-34 in MKTG4.
Questions:
1. To paraphrase Genghis Kahn, isn't business about crushing competitors, seeing them fall at your feet, and taking their horses? Comment.
2. Can you really measure the impact of good behavior?
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