Cover image for Brand new : how entrepreneurs earned consumers' trust from Wedgwood to Dell
Brand new : how entrepreneurs earned consumers' trust from Wedgwood to Dell
Koehn, Nancy F. (Nancy Fowler), 1959-
Publication Information:
Boston, Mass. : Harvard Business School Press, [2001]

Physical Description:
469 pages, 32 unnumbered pages of plates : illustrations, maps ; 24 cm
Format :


Call Number
Material Type
Home Location
Item Holds
HB615 .K64 2001 Adult Non-Fiction Central Closed Stacks

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This work contains mini-biographies of six entrepreneurs: Josiah Wedgewood, Henry Heinz, Marshall Field, Estee Lauder, Howard Schultz and Michael Dell, bringing to life how they constructed enduring connections between their companies and their customers. Included in this text is a rich examination of the relationship among the entrepreneur, the company and the customer, and how the brand results from and ultimately represents that relationship. Lessons from the six legendary brand-builders show how vision and values can transform both traditional and online businesses. This work outlines the strategic importance of brand creation and its translation into enduring organizations.

Author Notes

Nancy F. Koehn is an Associate professor of Business Administration at Harvard Business School.

Reviews 1

Choice Review

Entrepreneurialism has become an important topic in business studies, and this book makes a valuable contribution to the field. Koehn (Harvard Business School) defines entrepreneurial activity as the pursuit of "new business opportunities relentlessly, without being deterred by the limited resources that [the entrepreneur] initially controlled." Taking a historical perspective, Koehn then analyzes six case studies from the Industrial Revolution to the Information Age. She devotes chapters to Josiah Wedgwood, the pottery manufacturer; H.J. Heinz of Heinz Foods; retail magnate Marshall Field; Estee Lauder, founder of the cosmetics line; Howard Schultz and Starbucks coffee; and Michael Dell of Dell computers. The common theme linking these entrepreneurs is their focus on the demand side of economic activity. Particularly, they understood, responded to, and anticipated consumers' needs in a changing environment. Each created a distinctive brand that identified their company's products and established a bond of trust with the public. In a concluding chapter, Koehn summarizes the main historical focuses associated with the entrepreneurial ventures; those forces include increasing productivity, population growth, better means of transportation and communication, and changing social conditions. Altogether, a readable, well-documented treatment of the entrepreneurial character. Recommended for public, academic, and professional collections. R. L. Hogler Colorado State University

Table of Contents

Chapter 1. Entrepreneurs and Consumersp. 1
Part 1 The Past
Chapter 2. Josiah Wedgwood, 1730-1795p. 11
Chapter 3. H. J. Heinz, 1844-1919p. 43
Chapter 4. Marshall Field, 1834-1906p. 91
Part 2 The Present
Chapter 5. Estee Lauderp. 137
Chapter 6. Howard Schultz and Starbucks Coffee Companyp. 201
Chapter 7. Michael Dellp. 257
Chapter 8. Historical Forces and Entrepreneurial Agencyp. 307
Notesp. 341
Acknowledgmentsp. 447
Indexp. 453
About the Authorp. 469
Jacket Photo Creditsp. 470