Business historian Koehn introduces readers to six extraordinary leaders of brand creation--Josiah Wedgwood, Henry Heinz, Marshall Field, Este Lauder, Howard Schultz, and Michael Dell--whose lives reveal important lessons for today's brand builders in both traditional and electronic worlds. 3 photo inserts.
Business historian Koehn introduces readers to six extraordinary leaders of brand creation--Josiah Wedgwood, Henry Heinz, Marshall Field, Este Lauder, Howard Schultz, and Michael Dell--whose lives reveal important lessons for today's brand builders in both traditional and electronic worlds. 3 photo inserts.
Nancy F. Koehn is an Associate Professor of Business Administration at Harvard Business School.
Inhaltsangabe
Chapter 1 Entrepreneurs and Consumers Part One The Past Chapter 2 Josiah Wedgwood, 1730-1795 Chapter 3 H. J. Heinz, 1844-1919 Chapter 4 Marshall Field, 1834-1906 Part Two The Present Chapter 5 Estée Lauder Chapter 6 Howard Schultz and Starbucks Coffee Company Chapter 7 Michael Dell Chapter 8 Historical Forces and Entrepreneurial Agency Notes Acknowledgments Index About the Author Jacket Photo Credits
Chapter 1 Entrepreneurs and Consumers Part One The Past Chapter 2 Josiah Wedgwood, 1730-1795 Chapter 3 H. J. Heinz, 1844-1919 Chapter 4 Marshall Field, 1834-1906 Part Two The Present Chapter 5 Estée Lauder Chapter 6 Howard Schultz and Starbucks Coffee Company Chapter 7 Michael Dell Chapter 8 Historical Forces and Entrepreneurial Agency Notes Acknowledgments Index About the Author Jacket Photo Credits
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