how entrepreneurs earned consumers trust from Wedgwood to Dell Koehn, Nancy F. Primary Author mixed material bibliography Boston Harvard Business School Press 2001 en English

Printed Material

469 p. : photos, notes, index ; 24 cm. Business historian Nancy F. Koehn begins Brand New -- her critically acclaimed examination of the means by which six aspiring entrepreneurs created viable and enduring products -- with the story of Josiah Wedgewood, the 18th-century potter whose name, after two centuries, is still synonymous with finely made china. Koehn also considers the achievements of H. J. Heinz (food production), Marshall Field (mass retailing), Estee Lauder (prestige cosmetics), Howard Schultz (speciality coffee), and Michael Dell (personal computers), each of whom succeeded in exploiting the social and economic forces of their day to create goods that commanded the awareness and interest of large number of consumers. (barnesandnoble.com) Leadership Entrepreneurship Corporate Strategy Brand Names History Bibliography Consumer satisfaction ABJ/BH 62 1578512212 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen ABJ/BH 62 Koe 30809 General (General) ABJ/BH 62 Koe 81LTG6WK2yL._AC_UY218_ML3_.jpg.jpg 15761 2002-01-10 00:00:00 2022-04-18 14:57:27 machine generated