BOOK REVIEW: 'Dumbest' has a few smart moments

If it were Christmas, one might call this a stocking stuffer. Like others in that unofficial publishing category, this slight, amusing collection of corporate screw-ups will likely find its home in the bathrooms of business junkies, but not in an MBA classroom.

If it were Christmas, one might call this a stocking stuffer. Like others in that unofficial publishing category, this slight, amusing collection of corporate screw-ups will likely find its home in the bathrooms of business junkies, but not in an MBA classroom.

Authored by Business 2.0's executive editor, this book is based on the title's annual feature, "The 101 Dumbest Moments in Business." It is divided into chapters based on corporate structure - beginning with R&D and concluding with information technology. The chapter on PR described it as "the artistry that goes into uttering an explanation-free explanation of brain-locked malfeasance that might damage a company's relations with the public while managing to keep a smile holding firm at 32 degrees centigrade." Whatever. We're all used to PR stereotyping. But the smart folks at Business 2.0 might want to consider how this lightweight fare reflects on their brand image. While it's a fairly entertaining read, a lack of real insight renders it little more than a trifle. ----- Title The Dumbest Moments in Business History Author Adam Horowitz Publisher Portfolio, Penguin Group, 161 pages Reviewed by Julia Hood

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