BOOK LEGEND BUILDERS

Description

How did Antoine Riboud, from a dunce, become the boss of one of the largest food groups in the world? where does the Wendel industrial dynasty find its origins? How will Luciano Benetton, a ten-year-old bread delivery boy, make his name an internationally known brand? Akio Morita, David Ogilvy, André Citroën, William Boeing. Men, first part of this work, unfolds the lives of entrepreneurs who marked their time. Large families are an opportunity to discover the main French business dynasties: the Taittingers, the Meuliez, the Schlumberger Seydoux, the Michelins. Finally, One Name, One Brand traces the journey of names that have become incredibly strong brands, including Leclerc, Porsche, Dell, Honda, Barilla. Written by a team of historians and journalists from Les Echos, richly documented, this work reveals everything you always wanted to know about great entrepreneurs. To better understand the behind the scenes of the contemporary economy.