Creating value: service strategy from aristocrats to aviation
Laurie Young
Unfortunately history does not seem to record whether, one morning in 1771, the one thousand German aristocrats who received an unsolicited sample with a circular letter from British potter Josiah Wedgwood were astonished. It would be fascinating to know whether the language seemed strange to them, how it was packaged and whether Josiah's designs appealed to the Germanic taste of their families. We do know, however, that the huge risk (a princely £20 per package) elicited a fast response, which quickly paid back, and that within two years, all but...