L. L. Bean

by Gorman, Leon

• ISBN13: 9781578511839
• ISBN10: 1578511836
• Edition: 1st
• Format: Hardcover
• Copyright: 2006-09-30
• Publisher: Harvard Business School Pr

Summary

L. L. Bean is one of only a handful of American companies to have attained almost legendary status in the minds of its consumers. Thanks to the integrity of its product line, consistently strong brand association, and the ability to change with customers' needs, L. L. Bean embodies the best qualities long associated with traditional American living: rugged individualism, stubborn determination, and simple ingenuity.Written by Leon Gorman, grandson of founder L. L., this is the first authoritative, true-to-life account of the iconic retailer and its quirky history and culture. This engaging account candidly reveals Gorman's behind-the-scenes struggles to preserve the identity that built Bean as he also opened the door to needed change. Woven throughout the narrative are themes that will resonate with managers and general readers alike: how to shape a powerhouse brand around bedrock beliefs and values, how to balance growth and tradition, and how to craft and preserve an authentic corporate identity.Far from a tranquil journey, the story reveals the funny, poignant, and often engrossing details of managing the L. L.. bean legacy-during the best and worst of times.

Table of Contents

Acknowledgments	xi
Preface	xiii
Part One: 1960--1967
L.L. Gives Me a Job	3	(20)
Learning the Business	23	(20)
Who Will Succeed L.L.?	43	(18)
Part Two: 1968--1975
A Committee of One	61	(18)
Living the L.L. Story	79	(18)
``To Run a Perfect Company''	97	(20)
Part Three: 1976--1990
Taking L.L.Bean Professional	117	(20)
Fashion Boom and Bust	137	(24)
Back on Track	161	(24)
End of an Era	185	(26)
Part Four: 1991--2000
TQ and Other Ventures	211	(18)
A Loss of Relevance	229	(16)
Time for Transformation	245	(14)
Platform for Growth	259	(18)
Epilogue	277	(4)
Voices	281	(2)
Notes	283	(6)
Bibliography	289	(2)
Index	291