London

THE crystal and ceramics company Waterford Wedgwood, whose roots go back 250 years, has been placed in administration, or what is called bankruptcy protection in the United States. While high manufacturing costs, declining demand for luxury goods and a weak dollar may have precipitated matters, this is not a credit-crunch story — it is a history lesson.

The company is in trouble because it has long forgotten the lessons of one of its founders: Josiah Wedgwood, among the greatest and most innovative retailers the world has ever seen. If the modern operators of Wedgwood, which was merged with Waterford Glass in 1986, had shown a tenth of Josiah’s intuitive grasp, his flair, his zest for selling, it would not now be dying.

Today when most people think of Wedgwood, they think of bridal registries and those dusty-looking blue-and-white jasperware plates that no one knows what to do with. But things were once very different.

Josiah was an unlikely hero. He was the 13th child of an impoverished potter; a childhood case of smallpox left Josiah with a bad leg that was later amputated, making it impossible for him to turn a potter’s wheel. But if he could not physically throw a pot, he could — and did — find new ways to get goods to market. He threw himself into various schemes to improve roads and canals. And, more fundamentally, he developed new ways of selling. Most, if not all, of the common techniques in 20th-century sales — direct mail, money-back guarantees, traveling salesmen, self-service, free delivery, buy one get one free, illustrated catalogues — came from Josiah Wedgwood.