Magazine article Baylor Business Review

Small Business Management: An Entrepreneurial Emphasis, 10th Edition

Magazine article Baylor Business Review

Small Business Management: An Entrepreneurial Emphasis, 10th Edition

Article excerpt

Small Business Management: An Entrepreneurial Emphasis, 10th Edition (South-Western College Publishing: 1997) by Justin G. Longenecker, Carlos W. Moore, and J. William Petty

"Small Business Management is the senior text in the small business collegiate book market," says coauthor Justin Longenecker. Back in 1961, Longenecker and the late H.N. Broom, longtime chair of the management department, pioneered in this field with the book's first edition. Today, in its tenth edition, the 36-year-old publication continues to be "the most widely used" text in its market and still boasts all-Baylor authorship.

Says Longenecker, "Dr. Broom and I had the good fortune to launch the first edition when the competition was practically nil, which is no longer the case. Today, we work hard to stay one step ahead of our competitors.

"Now and then someone will tell me they remember using a book in college that had my name on it. But instead of describing it as 'a brilliant text,' they tend to describe it simply as `the one with a yellow cover' or `the blue one'!"

With roughly 600 adoptions nationwide, Small Business Management attributes about half of its adoptions to community and junior colleges and the other half to state colleges and universities. Some of the latter include California State, DePaul, Purdue,Indiana, Kansas State, Kentucky, Tulane, Boston College, Minnesota, New York, Penn State, St. John's, Nebraska, Rutgers, Oregon, South Carolina, Wisconsin, Marquette, Texas A&M, and Texas.

"Small Business Management was the first book in its field to introduce chapters on family business and computers in small business," says coauthor Carlos Moore. …

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