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ISBN 10: 1119494206
ISBN 13: 9781119494201
Author: Robert L Bradley
A great fall cannot be understood apart from the rise that preceded it. Enron Ascending is the only book to date that examines in detail the first two-thirds of that iconic energy company’s life. Thus, it is the only book to date that exposes the deepest causes of Enron’s stunning collapse. Nobel economist Paul Krugman predicted that history would look upon Enron’s plummet as a greater turning point than the fall of the Twin Towers.
Enron Ascending explains the shock of the company’s fall by recalling the astounding achievements of Enron’s birth, childhood, adolescence, and early maturity. It sets forth the once-celebrated but now-forgotten industry and innovation that caused the company and its reputation to soar stratospherically. At the same time, always conscious of the company’s fate, the book highlights throughout the developing habits of thought and behavior that later evolved into self-destructive acts of desperation and deceit.
Written fifteen years after the firm’s demise, Enron Ascending offers the long perspective of a uniquely positioned insider, Robert L. Bradley, Jr., the company’s director of public-policy analysis and Chairman Ken Lay’s personal speechwriter. The book also offers a library of previously unavailable information, drawn from Bradley’s innumerable corporate documents and unrepeatable interviews, which he collected in his capacity as the company’s prospective historian.
Most important, however, Enron Ascending offers an antidote to the unending stories, studies, and books about Enron that are presented as just-the-facts but are in reality shaped decisively by the worldview of their authors. Bradley shows, beyond dispute, that the early habits which set precedents for Enron’s history-making demise were directly contrary to the free-market behaviors and capitalist attitudes generally blamed for Enron’s fall.
Part I: From HNG to Enron: 1984–1987
Chapter 1: The New Houston Natural Gas
A New Company
Back to Gas
New Talent
Acquisitions
Divestitures
Momentum—and Debt
Into 1985
A Final Piece?
Chapter 2: HNG/InterNorth
Northern Natural Gas Company
A Marketing Pipeline
Prelude to a Merger
HNG/InterNorth
Buyer’s Remorse
A Postmerger Stumble
Getting Together
Ken Lay Takes Charge
Competitive Pipelining
Positioning for the Future
A New Name
Chapter 3: Foundations
A New Home
The New Team
Enduring 1986
Brightening 1987
Conclusion
Part II: Peril and Progress: 1987–1989
Chapter 4: Crisis at Enron Oil Corporation: 1987
Sirens and Denial (Valhalla 1)
Crisis and Cleanup (Valhalla 2)
Lesson Unlearned
Chapter 5: Recovery: 1988–1989
Managerial Depth and Change
Repositioning EOG
Recommitting to Cogeneration
Pipeline Entrepreneurship
Capturing Gas Marketing
Liquid Fuels: Profitable Incrementalism
Getting Political
Vision Accomplished
Part III: Natural Gas, Natural Politics: 1990–1993
Chapter 6: Natural Gas Majoring
A New Vision
Growing the Interstates
Going International
Enron Power
Enron Oil & Gas Company
Liquids
Corporate Culture
Conclusion
Chapter 7: Political Lay
Mr. Natural Gas
Talking Up Prices
Fighting Oil
Warring Against Coal
Getting Gas to Green
Getting Bush to Rio
From Bush to Clinton-Gore
Environmental Enron
Politicking Elsewhere
An Energy Philosopher?
Part IV: Jeff Skilling
Chapter 8: Gas Marketing: 1990–1991
Regulatory Change, New Markets
Enron Gas Marketing: 1990
Enron Gas Services Group: 1991
Mark-to-Market Accounting
Conclusion
Chapter 9: Expanding Gas Marketing: 1992–1993
Enron Gas Services: 1992
Enron Gas Services: 1993
Regulatory Issues
Competition and Pressure
Part V: Expanding Enron: 1994–1996
Chapter 10: The Steady Side
Interstate Pipeline Progress
Enron Oil & Gas Company
Enron Oil Transportation & Trading (EOTT)
Conclusion
Chapter 11: Enron Capital & Trade Resources
New Name, Organizational Change
Wholesale Electricity Marketing
International
Risk Management, Corporate Culture
Talent Evaluation and Infusions
Conclusion
Chapter 12: International Ambitions
Early Successes
Developing Problems
Unfulfilled Aspirations
Enron Global Power & Pipelines
Enron Engineering & Construction
Conclusion
Part VI: Restless Enron: 1994–1996
Chapter 13: Alternative Energies
Big Thoughts, New Bets
Solar Power
Wind Power
A Try at Fuel Cells
Enron Environmental Services
President’s Council on Sustainable Development
Conclusion
Chapter 14: Visionary Enron
New Enron Visions
New-Economy Enron (Gary Hamel)
Great Man, Great Company
Conclusion
Chapter 15: Energy Retailing
Natural Gas
Electricity
Pilot Programs
Enron Energy Services
Conclusion
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Tags: Robert L Bradley, Enron, Ascending
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