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)