Brand new : how entrepreneurs earned consumers' trust from Wedgwood to Dell

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Title:

Author:

Koehn, Nancy F. (Nancy Fowler), 1959-

ISBN:

9781578512218

Personal Author:

Koehn, Nancy F. (Nancy Fowler), 1959-

Publication Information:

Boston : Harvard Business School Press, c2001.

Physical Description:

469 p., [32] p. of plates : ill. ; 25 cm.

Abstract:

"Until Josiah Wedgwood, Britons ate from wood and pewter plates. Until Henry Heinz, women toiled over pickled foods. Until Michael Dell, few people owned a personal computer, let alone dreamed of buying one "built to order." According to business historian Nancy F. Koehn, these path-breaking entrepreneurs shared a powerful gift: the ability to discern how economic and social change would affect consumer needs and wants."--BOOK JACKET.

Subject Term:

Entrepreneurship.

Businesspeople.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015695253	658.421 K77B 2001	1	Searching... Unknown

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Summary

This work contains mini-biographies of six entrepreneurs: Josiah Wedgewood, Henry Heinz, Marshall Field, Estee Lauder, Howard Schultz and Michael Dell, bringing to life how they constructed enduring connections between their companies and their customers. Included in this text is a rich examination of the relationship among the entrepreneur, the company and the customer, and how the brand results from and ultimately represents that relationship. Lessons from the six legendary brand-builders show how vision and values can transform both traditional and online businesses. This work outlines the strategic importance of brand creation and its translation into enduring organizations.