The Michelin men
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First Sentence
"In the spring of 1900 - in time for the Paris World's Fair that would draw visitors from all France and much of Europe that summer - a motorist waiting to be served at a petrol station or mechanic's workshop would have had to notice the pile of little books in flexible and impertinent red covers stamped Guide Michelin, given away without charge."
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310 pages
~5h 10min to read
Description
"This is the story of how two brothers - Edouard and Andre Michelin - turned a sleepy, family tyre firm in the heart of rural France into one of the most innovative and successful industrial empires in the world. Edouard, a landscape painter at the Ecole des Beaux Arts, displayed an engineering genius for tyre-making and product innovation, whilst Andre, trained as an engineer, displayed a creative genius for advertising and marketing. Together they kick-started the world motor industry and created a tourist industry around the motor car and their now legendary "Michelin Guides". The Michelin history, as described here by Herbert Lottman, reveals insights into the development of this business."--Jacket.
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