Brand new : how entrepreneurs earned consumers' trust from Wedgwood to Dell
Exposes the secrets behind the success of some of the world's most famous brands, including how they engendered the trust of their customers, despite being entrepreneurs. Includes case studies of some of the most innovative companies, from Estee Lauder and Clinique to Dell Computers and Starbucks
Print Book, English, ©2001
Harvard Business School Press, Boston, ©2001