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

About this book

Koehn (business administration, Harvard Business School) explores the connections between entrepreneurs and consumers, and the exceptional abilities of certain entrepreneurs to understand and capitalize upon the effects of rapid social, economic and technological changes on consumers' needs and wants. Six leaders of brand creation, from the mid-1700s to the present day, are Josiah Wedgwood, Henry Heinz, Marshall Field, EstTe Lauder, Howard Schultz, and Michael Dell. Koehn considers the role that these six individuals have played historically in creating new markets and affecting modern consumption, and she draws on their examples to find insights for today's brand builders. Annotation c. Book News, Inc., Portland, OR (booknews.com)