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John W. Mullins

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John Mullins is an Associate Professor of Management Practice in Entrepreneurship and Marketing at the London Business School. He earned his MBA at the Stanford Graduate School of Business and his Ph.D. at the University of Minnesota. An award-winning teacher, John brings to his teaching and research 20 years of executive experience in high-growth retailing firms including two ventures he founded and one he took public.

Since becoming a business school professor in 1992, John has published four books, numerous cases and more than 40 articles in a variety of outlets, including Harvard Business Review, the MIT Sloan Management Review, and tJohn Mullinshe Journal of Product Innovation Management. His research has won national and international John Mullins is an Associate Professor of Management Practice in Entrepreneurship and Marketing at the London Business School. He earned his MBA at the Stanford Graduate School of Business and his Ph.D. at the University of Minnesota. An award-winning teacher, John brings to his teaching and research 20 years of executive experience in high-growth retailing firms including two ventures he founded and one he took public.

Since becoming a business school professor in 1992, John has published four books, numerous cases and more than 40 articles in a variety of outlets, including Harvard Business Review, the MIT Sloan Management Review, and tJohn Mullinshe Journal of Product Innovation Management. His research has won national and international awards from the Marketing Science Institute, the American Marketing Association, and the Richard D. Irwin Foundation. He is a frequent speaker to audiences in entrepreneurship and venture capital.

John’s now legendary first trade book, now in its fifth edition, The New Business Road Test: What Entrepreneurs and Investors Should Do Before Writing a Business Plan, is the definitive work on the assessment and shaping of market opportunities. His book, Getting to Plan B: Breaking Through to a Better Business Model, co-authored with Randy Komisar, a partner at the esteemed venture capital firm Kleiner Perkins Caufield & Byers in California, was named to “Best Books of 2009” lists by BusinessWeek and INC Magazine. John's book, The Customer-Funded Business: Start, Finance, or Grow Your Company with Your Customers' Cash, has been called "mandatory reading for every entrepreneur before even thinking about seeking angel or venture capital funding"; in it John offers the most sure-footed path to starting, financing, or growing your venture.

John has consulted with and done executive education on four continents for a variety of organizations both large and small, including Merck-Serono, Time Warner Communications, the European and African Venture Capital Associations, Pumpkin Ltd., the Young Presidents Organization, and the International Finance Corporation of The World Bank, among numerous others. He has served on the boards of fast-growing entrepreneurial companies in the United States, United Kingdom, Europe, and Asia. ...more

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Average rating: 3.96 · 7,086 ratings · 102 reviews · 15 distinct works • Similar authors

	New Business Road Test: What Entrepreneurs & Executives Should Do Before Writing a Business Plan 3.97 avg rating — 5,861 ratings — published 2003 — 24 editions	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	Getting to Plan B: Breaking Through to a Better Business Model 4.03 avg rating — 885 ratings — published 2009 — 16 editions	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	The Customer-Funded Business: Start, Finance, or Grow Your Company with Your Customers' Cash 3.83 avg rating — 223 ratings — published 2014 — 13 editions	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	Marketing Management: A Strategic Decision-Making Approach (MCGRAW HILL/IRWIN SERIES IN MARKETING) 3.42 avg rating — 67 ratings — published 2001 — 27 editions	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	Marketing Strategy: A Decision Focused Approach by Orville C. Walker Jr., Harper W. Boyd Jr., John W. Mullins 3.68 avg rating — 60 ratings — published 1991 — 30 editions	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	Marketing Strategy: A Decision-Focused Approach by John W. Mullins, Orville C. Walker Jr. 4.06 avg rating — 16 ratings — published 2013	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	9780073381152 by Orville C. Walker Jr., John W. Mullins 2.33 avg rating — 3 ratings	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	The New Business Road Test: What Entrepeneurs and Executives Should Do Before Writing a Business Plan by John Mullins (2003-05-08) 0.00 avg rating — 0 ratings	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	Marketing Management: A Strategic Decision-Making Approach by John Mullins (2009-06-01) by John W. Mullins, Unknown Author 0.00 avg rating — 0 ratings	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	(The Customer-Funded Business: Start, Finance, or Grow Your Company with Your Customers' Cash) [By: Mullins, John] [Sep, 2014] by John W. Mullins, Unknown Author 0.00 avg rating — 0 ratings	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars

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Quotes by John W. Mullins (?)

“The story of Whole Foods Market provides dramatic evidence of the power of macro trends to create opportunities that savvy entrepreneurs can capitalize on. Such trends – in this case, sociocultural ones – create groups of customers having needs not served well by incumbent companies. The trend towards health and nutrition that began in the 1980s is still going strong,”
― John W. Mullins, The New Business Road Test: What entrepreneurs and executives should do before launching a lean start-up

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“As retail consultant and author Michael Silverstein explains, these consumers are happy to pay for upscale items that “make their hearts pound” and for which they don’t have to pay full price. Then they trade down to cheaper private labels for things like paper towels, detergent, vitamins, and other household staples. “It’s the ultimate concept in trading up and trading down,” says Silverstein. “It’s a brilliant innovation for the new luxury.”
― John W. Mullins, Getting to Plan B: Breaking Through to a Better Business Model

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“A dashboard—the systematic record you keep to guide and track this process—is a flexible tool for addressing your leaps of faith. It forces you to keep track of the questions you have about your venture, while keeping your assumptions (often guesses, really) in mind. It focuses your attention on the critical issues and more efficiently deploys your precious time and resources to removing the critical risks. And it provides a way to respond to the real-life data you generate.”
― John W. Mullins, Getting to Plan B: Breaking Through to a Better Business Model

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John W. Mullins’s Followers (29)

John W. Mullins

Combine EditionsJohn W. Mullins’s books

Combine Editions
John W. Mullins’s books