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Brand New: How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell (От «Веджвуд» до «Делл»: Как предприниматели заслужили доверие потребителей)

Опубликовано на портале: 30-10-2003
Harvard: Harvard Business School Press, 2001
Тематический раздел:
Koehn presents six people who anticipated a need and met it seamlessly by introducing a new product or concept, which revolutionized established customs. Focusing on demand as opposed to supply and the entrepreneur as opposed to the product, Koehn explores the genius behind Henry Heinz, Josiah Wedgwood, Marshall Fields, Estée Lauder, and the ever popular, Howard Schultz and Michael Dell. All six were at the scene of rapid social or economic change with an appropriate response to customer demand.

В книге представлены 6 революционеров от бизнеса, предсказавших нужды потребителей и создавших новых продукты или концепции для удовлетворения этих нужд.


In this exploration into the ways in which pioneering entrepreneurs brought something different to the market at various times in our history, Koehn paints an indepth view and critical analysis of their successes. The origin one of the consumer brands is addressed, showing how Wedgewood used branding to create a superiority about his brand. An excellent insight into the uniquely different methods used by the great business minds of our time.

James Cathcart,
Nottingham, England
Chapter 1. Entrepreneurs and Consumers
Chapter 2. Josiah Wedgwood
Chapter 3. Henry Heinz
Chapter 4. Marshall Field
Chapter 5. Estée Lauder
Chapter 6. Howard Schultz and Starbucks Coffee Company
Chapter 7. Michael Dell
Chapter 8. Historical Forces and Entrepreneurial Agency

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См. также:
Lynn D. Nelson, Лилия Васильевна Бабаева, Руфат Октаевич Бабаев
Социологические исследования. 1993.  № 1. С. 7-18. 
Samuel Vaknin
Inge Geyskens
Journal of Marketing. 2002.  Vol. 66. No. 2. P. 102-120.