The pioneers The first business reformer : Robert Owen (1771-1858) Man with a thousand partners : James Cash Penney (1875-1971) The businessman who "cleaned up the world" : William Lever (1851-1925) Kisses sweeter than wine : Milton Snavely Hershey (1857-1945) Creating an enduring enterprise : James Lincoln (1883-1965) New forms of incorporation and governance : John Spedan Lewis (1885-1963), and John Joseph Eagan (1870-1924) Johnson and Johnson's rollercoaster ride : Robert Wood Johnson (1893-1968) and james Burke (1925-2012) Great genes : Levi Strauss (1829-1902) and his heirs Marks and Sparks : Michael Marks (1863-1900) and the Marks and Sieff families The golden era Leadership as an art : Max de Pree (1924- ) Too much of a good thing : William C. Norris (1911-2006) Business mavericks : Ken Iverson (1925-2002); Robert Townsend (1920-1998); Herb Kelleher (1931-); Bill Gore (1912-1986) and Terri Kelly (1963-) The patricians : Thornton Bradshaw (1917-1988), j. Irwin Miller (1909-2004), Edwin Land (1909-1991), John Whitehead (1922-2015), and Roy Vagelos (1929- ) Environmentalists, or capitalists? : Anita Perella Roddick (1942-2007) and Tom Chappell (1943-) Lever Redux : Ben Cohen (1951- ) Capitalists of a different stripe: Yvon Chouinard (1938- ), Jack Stack (1949- ), Robert Beyster (1924-2014), and others Yesterday, today, and tomorrow Looking back : what we have learned Looking forward : the prospects for enlightened corporate leadership Conclusion: difficile est bonum esse Endnotes
