Chapter 13. Making Sense of Organizations: Leadership, Frames, and Everyday Theories of the Situation

Joan V. Gallos

In 1872, Aaron Montgomery Ward founded the first mail order business in America. He sent a simple, one-page flyer listing various bargains and products to farm families who, in the comfort of their homes, could look through the offerings, place an order, and receive purchased items by mail. Ward understood something important about the times: people in rural areas needed not be at the mercy of local merchants for the goods they needed. His insights launched a revolution, and his business boomed. Twenty years later Sears Roebuck entered the scene, and the race for dominance in the catalog market had begun.

Fast forward, to the 1920s. ...

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