ENTERPRISE by Eric & John Case Sevareid
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A downscale, inspirational version of the entrepreneurial strategies presented with pizazz in Solman and Friedman's Life and Death on the Corporate Battlefield--also derived from the PBS series Enterprise, for which Sevareid serves as narrator and Case (Understanding Inflation) writes. In each chapter, a case study illustrates a single basic business concept--working up (and broadening out) from the role of the entrepreneur to the relation of business and government. In each instance, too, the authors lead in via a thumbnail history or background briefing: the few pages on management theory, for instance, neatly wrap up Taylorism and the ""quality-of-worklife"" movement, Theories X, Y, and Z. But it's the cases that have audience-appeal, combined with the way they're handled. The entrepreneur is wildcatter Bill Brodnax, who doesn't strike gas. But the syndicate that put up the money has other investments, and Brodnax is ready to try his luck with the next well. (What makes entrepreneurs like Brodnax tick? The drive--which keeps the economy moving--""to leave one's mark on the world."") Others of the cases also illustrate ups-and-downs and elicit admiration--not least, how John Zachary De Lorean, ""the son of a Detroit foundry worker,"" raised $200 million to manufacture a new car, and what-went-wrong (before his recent troubles). More typical, though, are Levi's move out of jeans (re diversification) or the risks of catfish farming--good stories in themselves--while those who won't get around to reading John New-house's The Sporty Game will find a quick update on Boeing and the competition (and those baffled by the AT&T settlement will find it clearly explained). Most original all around is the story (re marketing) of why Kentucky Fried Chicken is the #1 fast-food chain in Japan. Informed, instructive, entertaining, unintimidating--for PBS markets and wherever the supply isn't outrunning the demand.

Pub Date: Feb. 21st, 1983
Publisher: McGraw-Hill