Coronavirus self-isolation reading list | Books on everything from brand activism to how AI will affect healthcare (c) ViDi Studio
5. Bourgeois Equality by Deirdre McCloskey
Recommended by Frank Cespedes, senior lecturer at Harvard Business School
Bourgeois Equality is the third part of a trilogy written by McCloskey, a professor of economics at the University of Illinois at Chicago.
What Frank says—”McCloskey is an economic historian who develops a fervent defense of classical free-market liberalism, its values of liberty and dignity for commoners, and how those values have increased human opportunity, personal rights, and global well-being over the past 200 years.
“Her story focuses on the role of “ideas of betterment” and attitudes toward others’ success, and the perennial fragility of how those ideas and behaviors “are sustained in social ethics—a continually renegotiated dance.”
“I find that the publisher’s blurb is accurate: “a fact in every sentence, an idea on every page” and in prose that is witty, lucid, acerbic but respectful—a combination of Dickens and the best-read CFO you’ve ever met.”
6. Thinking Fast and Slow by Daniel Kahneman
Recommended by many, including Fabian Bernhard, professor of organizational behaviour and family business at EDHEC Business School
Kahneman’s Thinking Fast and Slow, despite only being published in 2011, has come to be considered one of the most influential books on behaviour, expanding on prospect theory that he developed with his late colleague Amos Tversky.
The central belief is that humans have two systems of thinking—system one, which is fast, instinctive, and emotional; and system two, which is slow, deliberative, and more logical.
What Fabian says—”This is a book about how we sometimes believe that we are rational in our decision making, but behave so irrationally.”
7. What I Didn’t Learn In Business School: How Strategy Works In The Real World by Jay Barney & Trish Gorman
Recommended by John Colley, professor of practice at Warwick Business School
Barney, an academic strategist, and Gorman, a former McKinsey consultant, bring you a business novel that’s a clever analysis of some of the human skills that get forgotten on a highly academic curriculum at business school.
What John says—”This tale follows a new MBA starting work at a major consultancy, who as part of their first project attempts to use the various strategy frameworks they’ve been taught. However they find that organisational politics are just as important as strategic analysis.”
8. Brand Activism: From Purpose to Action by Christian Sarkar and Philip Kotler
Recommended by Willem Smit, assistant professor of marketing at Asia School of Business
What Willem says—”Many people who share advice on crisis management echo Winston Churchill’s words: “Never waste a good crisis.”
“With the idea in mind to never miss out on the opportunity offered by rethinking what we as brand owners should do in the long-term post-COVID, I recommend “Brand Activism.”
In this book, the authors Kotler and Sarkar convincingly argue about the reasons why value-driven marketing requires taking the right actions too. People expect brands to help solve the World’s problems. It is a timely, progressive and ground-breaking book that makes the marketer long-term on a how-to brand activism framework and helps them guide them to make a bigger difference with their brands.”
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