Dr. Andrew Thomas, assistant professor of marketing and international business in the CBA, and co-author, Timothy Wilkinson, associate professor of marketing at Montana State University, recently published a book on the dangers of current mass-marketing theories.
The Distribution Trap: Keeping Your Innovations from Becoming Commodities is a wake-up call for U.S. companies that describes the distribution trap into which many U.S. innovators have fallen and details practical steps companies can take to avoid the trap.
Thomas is a New York Times bestselling business writer who has authored, co-authored or edited more than a dozen books. His research has appeared in the Wall Street Journal, MIT Sloan Management Review and Business Horizons, and he is a regularly featured media analyst for MSNBC, CNN, the BBC, and FOX NEWS. A recognized expert on aviation security, Thomas is Editor-in-Chief of the Journal of Transportation Security.
Wilkinson is a former CBA faculty member who taught here for eight years and served as an associate director of the Institute for Global Business. He is a noted expert in the area of exports and export promotion.Tweet