Neeli Bendapudi's Book Recommendations:

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The World is Flat by Thomas L. Friedman
Friedman, in his provocative book, shows us how the world today is truly connected (flat) as trade barriers go down and technology enables instant communication with people anywhere in the world. The book cautions against complacency in our schools and businesses without striking a strident note or resorting to doom and gloom prophecies. This New York Times columnist writes about globalization in an accessible manner, moving readers along with pithy titles and anecdotes.

The Art of Possibility: Transforming Personal and Professional Life by Benjamin Zander and Rosamund Stone Zander
Despite the title, this is not one more trite addition to the bloated self-improvement genre. The authors draw upon their experiences as conductor of the Boston Philharmonic Orchestra and family therapist, respectively, to suggest ways to achieve transformations in our personal and professional spheres.

Neeli Bendapudi
The Ohio State University

Execution: The Discipline of Getting Things Done by Larry Bossidy and Ram Charan
As anyone who has ever made impulsive resolutions or crafted well-thought-out plans knows, the trouble is not with setting goals; it is with getting there. I especially like the fact that the book offers a great blend of executive experience and thought leadership.

Orbiting the Giant Hairball by Gordon MacKenzie
This funny, insightful book explores how to maintain creativity and originality -- the true sources of competitive advantage -- while operating within the confines of the hairball that is organizational bureaucracy. After all, one would expect no less from an author who is a self-styled corporate holy man and whose title at Hallmark Cards was "Creative Paradox."

Blue Ocean Strategy by W. Chan Kim and Renée Maugborgne
Marketing wrestles with the problem of positioning one's products and services to create, deliver, and communicate value to customers. In this book, Kim and Maugborgne explore the fallacy of positioning in a "red ocean" environment (a marketspace teeming with competitors) vs. a "blue ocean" (unexplored, open, niche, marketspaces). The exhortation to make the competition irrelevant would be less useful if it were not also paired with exemplars of companies that have succeeded in this path and more important, advice on how to uncover and exploit niche markets.


Biographical Info: Neeli Bendapudi is a professor of marketing at the Fisher College of Business at Ohio State. Her expertise is in the study of consumer behavior in services. Her research has been published in Harvard Business Review, Journal of Marketing, Journal of Marketing Research and Journal of Retailing. An award-winning teacher, Bendapudi's MBA services marketing class was cited in BusinessWeek as one of the two most recommended courses in the Fisher program. She is an elected member of the American Marketing Assn.'s Academic Council Executive Committee and serves on the editorial board of the Journal of Consumer Psychology and the Journal of Marketing.