Julius Rosenwald
"From 1908 to 1925, the dominant figure in the Sears story was Julius Rosenwald. It was a period of rapid growth and of major change in the nature of the company. The most basic change consisted of a movement away from the spectacular, frenzied methods of Richard Sears to a more conservative, but thoroughly effective approach to merchandising... Rosenwald brought to the company two
management traits that were needed -- an emphasis on operating efficiency, and an emphasis on "truthfulness" in advertising and merchandising."
- Richard E. Hattwick, author of "Richard Sears, Julius Rosenwald and Robert Wood"
- Richard E. Hattwick, author of "Richard Sears, Julius Rosenwald and Robert Wood"
Early LifeJulius Rosenwald was born in 1862 in Illinois. The son of a tailor, Rosenwald owned a clothing business. One of his customers was Richard Sears, who sold Rosenwald’s clothing in his catalog.
After his company collapsed, Rosenwald became Sears’ business partner. Rosenwald helped save the company from financial demise by hiring experts in processing and handling to increase efficiency. In 1908, Rosenwald became president of the company.
"Sell honest merchandise for less money and more people will buy. Treat people fairly and honestly and generously and their response will be fair and honest and generous." |
Meeting Sears
In her manuscript Julius Rosenwald, Florence Kiper Frank describes Rosenwald and Sears' first meeting:
"One day a new customer entered the offices of Rosenwald and Company…Something in his manner and carriage gave a flamboyance to his conventional good looks. A theatre audience of the nineties, seeing him walk upon the stage would have known at once for the hero of the piece…he towered above the stout genial salesman who stepped forward, courteously ready to display the wares of Rosenwald and Company.
But the new customer scarcely took time to look at the suits… He appraised them with one shrewd glance, ignoring the established rituals of purchase. Nor did the usual fear of over-buying seem to check this novel person in the slightest. When could the suits be delivered? When would more be available? … Was Mr. Sears sure he could sell so many suits? Sell them! They were sold already! His customers were clamoring for delivery. He would be back for further purchases. (…) Thus, in the early relationship between Julius Rosenwald and Richard Sears the familiar American pattern was reversed. It was the customer who sold himself and his ideas; the unaggressive salesman whose interest was captured." |
Without Rosenwald, the Sears company would have collapsed due to its inability to keep up with Sears’ marketing techniques. Rosenwald organized the inner workings of the company in a way that allowed the company to operate with maximum efficiency, stabilized the growing Sears company and set the stage for its expansion to retail stores. He embodied the principles of modern, responsible management and corporate responsibility. Rosenwald provided the means and model for Sears to grow significantly as a company.
"Rosenwald took a good business concept and made it a functioning, national business." |
“The most notable thing about Julius Rosenwald is not any superhuman business ability, nor any phenomenal smartness in seeing and seizing mercantile opportunities...The greatest thing about Julius Rosenwald is not his business but himself, not what he has but what he is, his character, his personality, his sincerity, his honesty, his democracy, his thoughtfulness, his charity of heart, his catholicity of sympathy, his consuming desire to help the less fortunate of his fellow creatures."
- B.C. Forbes, American financial journalist
- B.C. Forbes, American financial journalist
Rachel Keifer, Emily McGovern, and Alayna Stepp
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