March 2004 (Revised April 2004)
Background Note
HBS Case Collection

Seeing What's on Red Auerbach's Mind

By: Joseph B. Lassiter III and John T. Gourville

Format:Print
| Pages:12

Abstract

Analysis of an interview with Red Auerbach, HBR No. 87201. Alan M. Webber, who conducted the interview, probed for the lessons that Auerbach has learned from a long and productive career coaching and managing the Boston Celtics, a professional basketball team in the National Basketball Association (NBA). The HBR article is used as a surrogate for a customer interview, providing the "raw data" for an analysis technique known as the trademarked Language Processing (LP) methodology, developed by professor Shoji Shiba of Tsukuba University and the member companies of the Cambridge, Massachusetts-based Center for Quality of Management. Includes color exhibits.

Keywords

Markets; Research; Sports; Product Development; Communication Intention And Meaning; Sports Industry

Citation

Lassiter, Joseph B., III, and John T. Gourville. "Seeing What's on Red Auerbach's Mind." Harvard Business School Background Note 804-160, March 2004. (Revised April 2004.)