Brand new : how entrepreneurs earned consumers' trust from Wedgwood to Dell /
by Koehn, Nancy F. (Nancy Fowler) .
Type:
BookPublisher: Harvard Business School Press, c2001 .Description: 469 p. : ill. ; 24 cm .ISBN: 1578512212 (alk. paper); 9781578512218 (alk. paper).Description: 469 p. : ill. ; 24 cm .Related Subjects: Entrepreneurship | Businesspeople | Entrepreneuriat | Gens d'affaires | | Ond
Contents:
Entrepreneurs and consumers -- pt. 1. The past. Josiah Wedgwood, 1730-1795 -- H.J. Heinz, 1844-1919 -- Marshall Field, 1834-1906 -- pt. 2. The present. Estée Lauder -- Howard Schultz and Starbucks Coffee Company -- Michael Dell -- Historical forces and entrepreneurial agency.
| Item type | Location | Call Number | Status | Date Due |
|---|---|---|---|---|
 Books |
Circulating Collection | HB615 .K64 2001 (Browse Shelf) | Available |
Includes bibliographical references and index.
Entrepreneurs and consumers -- pt. 1. The past. Josiah Wedgwood, 1730-1795 -- H.J. Heinz, 1844-1919 -- Marshall Field, 1834-1906 -- pt. 2. The present. Estée Lauder -- Howard Schultz and Starbucks Coffee Company -- Michael Dell -- Historical forces and entrepreneurial agency.
Exposes the secrets behind the success of some of the world's most famous brands, including how they engendered the trust of their customers, despite being entrepreneurs. Includes case studies of some of the most innovative companies, from Estee Lauder and Clinique to Dell Computers and Starbucks.
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