Buy Books Online > Entrepreneurship > Brand New: How Entrepreneurs Earned Consumers' Trust, from Wedgwood to Dell
Brand New: How Entrepreneurs Earned Consumers' Trust, from Wedgwood to Dell: Book by Nancy F. Koehn

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

Product Details:    Share this by email:

ISBN: 9781578512218    Publisher: Harvard Business School Publishing Year of publishing: 2001     Format:  Hardcover No of Pages: 448        Language: English
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...Read more
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 pathbreaking entrepreneurs shared a powerful gift: the ability to discern how economic and social change would affect consumer needs and wants. In "Brand New", Koehn introduces us to six extraordinary 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 Transportation and Communication Revolution; and Estee Lauder, Howard Schultz of Starbucks, and Michael Dell in the Information Revolution.Through compelling and engaging profiles of these entrepreneurial visionaries, she reveals a provocative relationship between economic turbulence, household priorities, and company strategy that holds important lessons for today's brand builders.
According to Koehn, these forward-thinking individuals understood the profound effects that socioeconomic change has on what customers want, have, and can afford as much as on what companies make - and were masters at exploiting the enormous business opportunities these demand-side shifts created. Indeed, the brands and companies created by these individuals have become such a part of everyday life that we've made them part of common speech: we pass the Heinz; eat off Wedgwood; order a Starbucks.Koehn draws from their diaries, correspondence, and official business records to demonstrate that these entrepreneurs were more than savvy marketers; they were institution builders. She shows how each used brand not as a logo, but as a vital strategic tool for creating best-of-class companies - and for building powerful organizational capabilities that supported their connections with customers and helped make new markets for their offerings. Distilling critical lessons for businesses operating in both the traditional and on-line worlds, "Brand New" will convince every entrepreneur of the remarkable power of brands to transform start-ups, gain competitive advantage, and change lives.
Read less
About the author: Nancy F. Koehn
Nancy F. Koehn is an Associate Professor of Business Administration at Harvard Business School.

Read less

Recommended Books for you - See all

Price: Rs. 2828   Rs.1697
You save: Rs.1131
Vendor : Asian Books Pvt Ltd, Delhi
BUY NOW

FREE SHIPPING | Delivered in 21 working days

(Cash on delivery not available)

Imported Edition

Be assured. 7 days Return & Refund Policy.
Click here

Rs.200 OFF

on purchase of Rs.500 & above

1.Click on Add to Cart & Proceed to Checkout
2.Under payment options, choose
"Redeem Coupon Code/Gift Certificate"
3.Enter Promo Code "SHOP200"
4.Get Rs.200 off, Pay Balance Amount

Valid upto 21st July,13

Rs.200 OFF

on purchase of Rs.500 & above

Terms & Conditions