02 The Bath Perspective The University of Bath School of Management 03 Dean's Message 04 Tribal Marketing Avi Shankar 10 12 MBA Student of the Year Susan Mawemuko Systems without users ­ the relationship between user perceptions on compliance Alistair Brandon-Jones & Sinéad Carey The Economist's Japan Summit 2010 ­ Next Generation Leaders winning essay Sami Hamdani With over forty years' experience of delivering high quality management programmes, the School of Management is one of the oldest established business schools in the UK. The School is research-led, with a faculty and staff unique in the diversity of cultures and interests represented. 18 20 Alumni Profile: QuBit Digital Ian McCaig & Dan Shellard 26 Wilful Blindness Margaret Heffernan 27 Big Team Challenge 2010 28 Principles of Enduring Success Christian Stadler Back cover: Contacts list Editor: Kate Stringer Design: Phil Retter Photography: Tom Smith unless otherwise stated The Bath Perspective is published by the University of Bath School of Management. The views expressed are those of the authors and are not necessarily representative of the University of Bath School of Management. No content can be copied without the author's express approval.