巴塔哥尼亚创始人伊冯·乔伊纳德亲自揭秘,并全方位讲述了顶级户外品牌巴塔哥尼亚的创业实践。结合巴塔哥尼亚过去10年的商业实践,作者为我们展示这个成功的绿色经营模式和另类的企业文化。同时,他毫无保留地呈现了巴塔哥尼亚在产品、生产、销售、品牌、财务、人力、管理、环境等8个方面的创业哲学。 Ivan Joyounade, founder of Patagonia, revealed the story in person and introduced the pioneering practice of Patagonia, a top outdoor brand. In conjunction with Patagonia’s business practices over the past decade, the authors showcase this successful green business model and alternative corporate culture. At the same time, he presents without reservation the entrepreneurial philosophy of Patagonia in terms of product, production, sales, brand, finance, human resources, management and environment.