"If you want to succeed you should strike out on new paths, rather than travel the worn paths of accepted success." This quote by John D. Rockefeller defines his views as a leader in the industrial expansion in America. John D. Rockefeller was a strategic businessman who saw opportunity in the oil industry sometime in the 1860's. Rockefeller controlled around 90 percent of the oil industry in America during the 1880's. The Standard Oil Company used horizontal integration to buy similar companies to reduce competition, resulting in the unity of many oil refineries in Cleveland, Ohio. Rockefeller also implicated trusts. Trusts are a group of people who ran separate companies as part of one larger corporation. This tactic was designed to set low prices to drive competitors out of business, then raise the prices to turn a high yielding profit. Resulting in low wages for workers and high income to men in charge like Rockefeller.
Similar to Rockefeller Cornelius Vanderbilt found his success during the industrial expansion. Cornelius Vanderbilt gained control over many railway lines operating between Chicago and New York. Vanderbilt gained control by constantly lowering the price of tickets to drive other railway owners out of business. After running out his competitors he would proceed to buy their companies and materials. Once he owned nearly all the railway companies, the towns, the tracks, he would higher the price to buy a ticket.
Unlike the two previous "Captains of Industry", Andrew Carnegie was born into a humble family in Dunfermline, Scotland. He immigrated to America as a young boy looking to enhance his education. Carnegie spent much of his childhood working as a telegraph messenger. This job taught him the railway industry and smart business, along with the importance of investments. Carnegie goes on to form the U.S. Steele Company. He invested in the Bessemer process that could mass produce steel inexpensively. Carnegie used both horizontal and vertical integration to buy out any competitors and become the leading supplier of steel. Towards the end of Carnegie's life, he wanted to give back to the people so he wrote "The Gospel of Wealth". In his book, he claimed that the duty of the rich is to distribute their wealth to others. He lived up to his words and gave 90 percent of his wealth with the intention to set up schools, libraries, art centers, hospitals, and the list goes on.
Another member of "The Big Four" was J.P Morgan. J.P. Morgan was one of the powerful bankers of his era. He founded his success from large corporations that needed money to finance their growth. He did this through holding companies. Meaning he would buy the stock of other businesses to absorb their profits. Although his tactics were not "fair" they surely worked in making J.P Morgan one of the most prosperous bankers in America.
Industrialists like Rockefeller, Vanderbilt, Carnegie, and Morgan changed the way businesses were organized. Businesses began hiring professional managers to oversee employees, improve efficiency, and manage finances. Corporations became the more common business structure, they began using trusts to manage the company and holding companies to manage other subsidiary companies and used mergers to increase profit.
Works Cited:
https://www.brainyquote.com/lists/authors/top_10_john_d_rockefeller_quotes
http://www.dictionary.com/browse/monopoly
http://www.history.com/topics/cornelius-vanderbilt
https://www.biography.com/people/andrew-carnegie-9238756
http://www.history.com/topics/john-pierpont-morgan






