Brand New: How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell by Nancy F. Koehn

Brand New: How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell



Download Brand New: How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell



Brand New: How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell Nancy F. Koehn ebook
Publisher: Harvard Business Review Press
Page: 469
ISBN: 9781578512218


"Until Josiah Wedgwood, Britons ate from wood and pewter plates. Until Henry Heinz, women toiled over pickled foods. Until Michael Dell, few people owned a personal computer, let alone dreamed of buying one "built to order." According to business historian Nancy F. Koehn, these path-breaking entrepreneurs shared a powerful gift: the ability to discern how economic and social change would affect consumer needs and wants."--BOOK JACKET. In the midst of major economic transitions, certain brands have so endeared themselves to us that we've made them part of common speech-we eat off Wedgwood, we pass the Heinz, we go out for a Starbucks, we order a Dell. ...

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