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Entrepreneur, Jan, 2006 by Mark Henricks
WHEN ONE window in a building gets broken and stays that way, soon all the windows will be broken. That's the idea behind Broken Windows, Broken Business (Warner Business Books, $21.95) by PR executive Michael Levine. Levine warns that every detail is critical. As a warning, he points to Kmart, which alienated once-loyal shoppers with poor goods and only moderately low prices. On the other hand, pampering passengers with leather seats and personal TVs has helped JetBlue soar. Is it the end of the big idea? Not quite, but the little things count, too.
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MARK HENRICKS is Entrepreneur's "Staff Smarts" columnist.
COPYRIGHT 2006 Entrepreneur Media, Inc.
COPYRIGHT 2008 Gale, Cengage Learning
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