McCraw (emeritus, business history, Harvard Business School) provides a second edition of his inside look at American business since the 1920s. The author frames his exploration with four basic
trends: the relentlessness of change, growing empowerment of consumers and entrepreneurs, increasing tension between centralized and decentralized decision making, and progress toward
controlling and regulating business. The book covers the famous names from Henry Ford to Ray Kroc, the "car wars" of the 1920s (Ford versus GM), the companies that prospered and their
character, the branding phenomenon, color TV, aviation, the emergence of new markets and products, franchising, and the empowerment of women and minorities. Annotation 穢2009 Book News, Inc.,
Portland, OR (booknews.com)
