L.L. Bean: The Making of an American Icon - Gorman, Leon
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L.L. Bean is one of only a handful of American companies to have attained legendary status in the minds of consumers. The company’s enviable reputation rests on the integrity of its product line, its consistently strong brand association, and its ability over the years to change as customer’s needs have changed. Bean has come to represent in the minds of people, in and out of the Maine woods, the best qualities that have long been associated with traditional American living: rugged individualism, stubborn determination, and simple ingenuity.
Written by Leon Gorman, grandson of founder…mehr

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Produktbeschreibung
L.L. Bean is one of only a handful of American companies to have attained legendary status in the minds of consumers. The company’s enviable reputation rests on the integrity of its product line, its consistently strong brand association, and its ability over the years to change as customer’s needs have changed. Bean has come to represent in the minds of people, in and out of the Maine woods, the best qualities that have long been associated with traditional American living: rugged individualism, stubborn determination, and simple ingenuity.
Written by Leon Gorman, grandson of founder L.L., and the longtime CEO and architect of Bean’s remarkable growth curve, this is the first authoritative, true to life account of the company and its quirky history and culture. More than the story of a legendary American retailer, this engaging account candidly reveals Gorman’s behind-the-scenes struggles, for over four decades, to preserve the identity that built Bean, while also opening the door for just enough change to allow for the growth that has made the company great today. Far from a tranquil journey, Gorman reveals the funny, poignant, and often engrossing details of managing the L.L. Bean legacy during the best and worst of times.
Woven throughout this engaging and well-crafted narrative are themes that will resonate with managers and general readers alike: how to shape a powerhouse brand around bedrock beliefs and values, how to balance the imperatives of growth and tradition, how to craft and preserve a genuine corporate identity, and how one family business manages to compete in the highly volatile and transient retail arena.

Table of contents:
Introduction
Part 1: 1960-1967
Chapter 1. L.L. Gives Me a Job
Chapter 2. Learning the Business
Chapter 3. Who Will Succeed L.L.?
Part 2: 1968 - 1975
Chapter 4. A Committee of One
Chapter 5. Living the L.L. Story
Chapter 6. “To Run a Perfect Company”
Part 3: 1976 - 1990
Chapter 7. Taking L.L.Bean Professional
Chapter 8. Fashion Boom and Bust
Chapter 9. Back on Track
Chapter 10. End of an Era
Part 4: 1991 – 2000
Chapter 11. TQ and Other Ventures
Chapter 12. A Loss of Relevance
Chapter 13. Time for Transformation
Chapter 14. Platform for Growth
Epilogue
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