Product details

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Subject category: Entrepreneurship
Published by: USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies
Originally published in: 2020
Version: April 1, 2020
Revision date: 12-May-2020
Length: 10 pages
Data source: Published sources

Abstract

Josiah Wedgwood is one of the most famed entrepreneurs of the First Industrial Revolution. He had a transformative effect on the pottery industry and his innovations stretch from creating new products to operations, labor, managerial and financial control, and marketing and distribution. The case explores how entrepreneurs like Wedgwood pursue desire-based business opportunities, by building timeless brands and developing a special and ongoing relationship with customers. It offers insights into their marketing and sales techniques, which have shown remarkable persistence from the 18th century to the present. It also explicitly engages students in a discussion of fashion trends and the processes that generate (and destroy) entrepreneurial opportunities related to them.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Time period

The events covered by this case took place in 1750s-1780s.

Geographical setting

Region:
Europe
Country:
United Kingdom
Location:
England

Featured company

Wedgwood
Industry:
Pottery

Featured protagonist

  • Josiah Wedgwood (male)

About

Abstract

Josiah Wedgwood is one of the most famed entrepreneurs of the First Industrial Revolution. He had a transformative effect on the pottery industry and his innovations stretch from creating new products to operations, labor, managerial and financial control, and marketing and distribution. The case explores how entrepreneurs like Wedgwood pursue desire-based business opportunities, by building timeless brands and developing a special and ongoing relationship with customers. It offers insights into their marketing and sales techniques, which have shown remarkable persistence from the 18th century to the present. It also explicitly engages students in a discussion of fashion trends and the processes that generate (and destroy) entrepreneurial opportunities related to them.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Time period

The events covered by this case took place in 1750s-1780s.

Geographical setting

Region:
Europe
Country:
United Kingdom
Location:
England

Featured company

Wedgwood
Industry:
Pottery

Featured protagonist

  • Josiah Wedgwood (male)

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