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| Foreword | |
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| Introduction | |
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| Themes | |
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| The Story Told Here | |
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| Past and Present | |
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| American Business and the World | |
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| A Matter of Size | |
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| The Key Internal Problem | |
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| The American Business Achievement | |
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| Decentralization in the 1920s: GM Defeats Ford | |
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| Cars and Trucks | |
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| Henry Ford (1863-1947) | |
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| Alfred P. Sloan, Jr. (1875-1966) | |
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| General Motors versus the Ford Motor Company | |
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| The Lessons of the Car Wars | |
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| Brand Management in the 1930s: Decentralization at Procter & Gamble | |
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| The Great Depression | |
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| The Types of Firms That Prospered | |
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| Procter & Gamble | |
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| The Character of the Firm | |
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| Building the Market | |
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| Soap Operas | |
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| Neil McElroy’s Epiphany about Brands | |
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| Doc Smelser and the Market Research Department | |
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| The Phenomenon of Brands | |
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| People as Brands | |
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| Updating PG’s Corporate Culture | |
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| The New Deal and World War II, 1933-1945: Decentralizing Regulation and War Mobilization | |
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| Roosevelt, the New Deal, and Regulation | |
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| The World Conflict, 1939-1945 | |
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| The U.S. Production Miracle | |
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| The Struggle to Manage Mobilization | |
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| Decentralization through the Controlled Materials Plan | |
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| Paying for the War | |
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| Employment and the Growth of the Workforce | |
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| Decentralized Rationing and Conscription | |
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| Big and Small Business | |
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| Aviation | |
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| Boeing Airplane | |
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| Ups and Downs | |
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| Postscript: The Scourge of Scandal | |
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| Science and R&D: Color TV, Chemicals, and Pharmaceutical Strengthen Postwar Prosperity | |
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| Economic Background | |
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| Social Trends | |
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| R&D and the Cold War | |
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| Television and David Sarnoff | |
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| Sarnoff’s Talents | |
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| The Birth of Broadcasting | |
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| RCA’s Continuous Rise | |
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| Television Flourishes | |
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| Color TV | |
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| Progress and Missteps | |
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| Disasters | |
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| RCA’s Management Report Card | |
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| The Perils of High-Tech Markets | |
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| R&D Done Right: The Chemical Industry | |
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| Polymers and Science | |
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| The Companies | |
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| Pharmaceuticals | |
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| Franchising and McDonald’s | |
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| Economic and Social Trends after 1973 | |
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| Franchising: An Overview | |
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| The Champion Franchiser | |
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| Early History: The McDonald Brothers | |
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| Ray Kroc (1902-1984) | |
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| Kroc the Crusader | |
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| Recruiting Franchisees | |
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| June and Lou Martino | |
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| The Financial Wizard | |
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| The Big Leagues | |
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| Operational training | |
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| Decentralized Decision Making | |
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| The Importance of Good Franchisees | |
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| Marketing: Into the Mouths of Babes | |
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| The U.S. Workforce | |
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| The Negative Side | |
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| Internationalization | |
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| Past and Future | |
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| Prologue to Part II | |
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| The Empowerment of Women and Minorities | |
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| Overview | |
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| Women in Business | |
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| Entrepreneurship | |
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| Highly Compensated Women | |
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| African Americans | |
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| Entrepreneurs | |
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| Highly Compensated African Women | |
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| Hispanics | |
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| Aggregates | |
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| Highly compensated Hispanics | |
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| The Financial System | |
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| The Background | |
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| The Functions of Finance | |
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| A Deluge of Data | |
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| Wall Street and the Stock Market | |
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| The Rising Importance of Finance | |
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| The Social Fallout | |
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| A Problem of Business, or of Government? | |
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| Widening Gaps in Wealth and Income | |
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| Information Technology | |
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| IT as “It” | |
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| Computers | |
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| The Changing Role of Government | |
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| How the Valley Developed | |
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| Organizational Innovation | |
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| The Internet | |
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| Companies and Personalities | |
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| Epilogue | |
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| Centralization and Decentralization | |
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| Other Themes since 1920 | |
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| Bibliographical Essay | |
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| Acknowledgements | |
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| Index | |