Meet Amazon of 60s
Before Amazon Land’s End perfected catalogue marketing. Modern Management uncovers how it built the business.
Before Amazon Land’s End perfected catalogue marketing. Modern Management uncovers how it built the business.
Lands End started as a mail order business:
It sold products for yatching.
Its founder Gary Comer pioneered unconditional return policy.
Amazon follows it till date.
In 1978 Gary Comer wrote business principles for his company:
Principle 1 — “We do everything we can to make our products better. We improve material, and add back features and construction details that others have taken out over the years. We never reduce the quality of a product to make it cheaper.“
Principle 8 — “We are able to sell at lower prices because we support no fancy emporiums with their high overhead. Our main location is in the middle of a 40-acre cornfield in rural Wisconsin.“
Principles 1 to 8 : read them here
Worth reading: Modern Management Concepts and Skills