Contains primary source material.

Eddy Okubo lies about his age and joins the army in his hometown of Honolulu only weeks before the Japanese bomb Pearl Harbor. Suddenly Americans see him as the

Reichheld draws upon case studies of a variety of businesses including Harley-Davidson, Dell Computer, and Enterprise Rent-A-Car to show how employee and custom

Jarret Ruminski examines ordinary lives in Confederate-controlled Mississippi to show how military occupation and the ravages of war tested the meaning of loyal

Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relatio