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American Business Since 1920 How It Worked

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ISBN-10: 0882952668

ISBN-13: 9780882952666

Edition: 2nd 2009

Authors: Thomas K. McCraw

List price: $27.95
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It's safe to say that since the first appearance of Thomas McCraw's contribution to Harlan Davidson's American History Series in 2000, American business has taken some of the most dramatic, perhaps most incredible, turns in its history. Far more than an update, this edition of one of the most popular texts has been carefully revised and reorganised not only to include necessary new coverage but to present more fully and forcefully the book's central argument and major themes, making this new edition even more teachable for instructors and accessible to student readers. Unique in the market for its breadth of coverage and depth of analysis, this new edition of the uncommonly readable book by…    
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Book details

List price: $27.95
Edition: 2nd
Copyright year: 2009
Publisher: John Wiley & Sons, Incorporated
Publication date: 11/18/2008
Binding: Paperback
Pages: 336
Size: 5.00" wide x 7.75" long x 0.75" tall
Weight: 1.100
Language: English

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