Table of Contents
Preface: The Good Unearthed xi
Introduction and Background: Why It Is Hard to Do Good xix
Part I The Pioneers
1 The First Business Reformer: Robert Owen (1771-1858) 3
2 Man with a Thousand Partners: James Cash Penney (1875-1971) 31
3 The Businessman Who "Cleaned Up the World": William Lever (1851-1925) 51
4 Kisses Sweeter Than Wine: Milton Snavely Hershey (1857-1945) 71
5 Creating an Enduring Enterprise: James Lincoln (1883-1965) 94
6 New Forms of Incorporation and Governance: John Spedan Lewis (1885-1963) and John Joseph Eagan (1870-1924) 120
7 Johnson & Johnson's Roller-Coaster Ride: Robert Wood Johnson (1893-1968) and James Burke (1925-2012) 145
8 Great Genes: Levi Strauss (1829-1902) and His Heirs 176
9 Marks & Sparks: Michael Marks (1863-1900) and the Marks and Sieff Families 206
Part II The Golden Era
10 Leadership as an Art: Max De Pree (1924-2017) 227
11 Too Much of a Good Thing: William C. Norris (1911-2006) 243
12 Business Mavericks: Ken Iverson (1925-2002), Robert Townsend (1920-1998), Herb Kelleher (1931-), Bill Gore (1912-1986), and Terri Kelly (1963-) 264
13 The Patricians: Thornton Bradshaw (1917-1988), J. Irwin Miller (1909-2004), Edwin Land (1909-1991), John Whitehead (1922-2015), and Roy Vagelos (1929-) 304
14 Environmentalists or Capitalists? Anita Perella Roddick (1942-2007) and Tom Chappell (1943-) 342
15 Lever Redux: Ben Cohen (1951-) 376
16 Capitalists of a Different Stripe: Yvon Chouinard (1938-), Jack Stack (1949-), Robert Beyster (1924-2014), and Others 395
Part III Yesterday, Today, And Tomorrow
17 Looking Back: What We Have Learned 423
18 Looking Forward: The Prospects for Enlightened Corporate Leadership 442
Conclusion: Difficile Est Bonum Esse 473
Acknowledgments 479
Notes 483
Index 511