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

Author: Nancy F Koehn
Publisher: Boston : Harvard Business School Press, ©2001.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
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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Document Type: Book
All Authors / Contributors: Nancy F Koehn
ISBN: 1578512212 9781578512218
OCLC Number: 44868991
Description: 469 pages : illustrations ; 24 cm
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.
Responsibility: Nancy F. Koehn.

Abstract:

Introduces readers to six leaders of brand creation who lived and worked during periods of widespread change - Josiah Wedgwood in the Industrial Revolution; Henry Heinz and Marshall Field in the  Read more...

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