Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands

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9780199587407: Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
Críticas:

...May well be one of the most important books on advertising and branding in the past ten years. ( Richard Huntington, Adliterate.com)

Reseña del editor:

Market innovation has long been dominated by the worldview of engineers and economists: build a better mousetrap and the world will take notice. But there's another important way to build new businesses: with innovative ideologies rather than innovative mousetraps. Consider Coca-Cola, Nike, Jack Daniel's, Marlboro, Starbucks, Corona, Oprah, The Body Shop: all built with innovative ideologies. Further many "better mousetraps" are much more compelling to consumers when bundled with innovative ideologies; consider BMW, Apple, and Whole Foods.

Cultural Strategy provides a step-by-step guide for managers and entrepreneurs to build businesses in this simple but effective way. Holt and Cameron analyse a series of classic cases that relied on these bold, innovative strategies: Nike, Marlboro, Starbucks, Jack Daniels, vitaminwater, and Ben & Jerry's. They then demonstrate how the theory works as an actionable strategy model, drawing upon their consulting work. They show how cultural strategy takes start-up brands into the mass market (Fat Tire beer), overcomes "better mousetraps" wars in a technology driven category (ClearBlue pregnancy test), effectively challenges a seemingly insurmountable incumbent (FUSE music channel vs MTV), and develops a social innovation (The Freelancers Union).

Holt and Cameron also describe the best organizational model for pursuing this approach, which they term "the cultural studio". The book demonstrates that the top consumer marketing companies are consistently poor at this type of innovation because they rely on an antithetic organization structure, what the authors term "the brand bureaucracy". To succeed at cultural innovation requires not only a very different approach to strategy, but a new way of organizing as well.

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Holt, Douglas; Cameron, Douglas
Editorial: Oxford University Press
ISBN 10: 019958740X ISBN 13: 9780199587407
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Descripción Oxford University Press. Hardcover. Estado de conservación: New. 019958740X This is a hardcover book with dust jacket. !!!!This is a 1st Edition!!!!!. Nº de ref. de la librería 135.M14

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Holt, Douglas
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Douglas B. Holt, Douglas Cameron
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Descripción Oxford University Press, United Kingdom, 2010. Hardback. Estado de conservación: New. 236 x 156 mm. Language: English . Brand New Book. Market innovation has long been dominated by the worldview of engineers and economists: build a better mousetrap and the world will take notice. But there s another important way to build new businesses: with innovative ideologies rather than innovative mousetraps. Consider Coca-Cola, Nike, Jack Daniel s, Marlboro, Starbucks, Corona, Oprah, The Body Shop: all built with innovative ideologies. Further many better mousetraps are much more compelling to consumers when bundled with innovative ideologies; consider BMW, Apple, and Whole Foods. Cultural Strategy provides a step-by-step guide for managers and entrepreneurs to build businesses in this simple but effective way. Holt and Cameron analyse a series of classic cases that relied on these bold, innovative strategies: Nike, Marlboro, Starbucks, Jack Daniels, vitaminwater, and Ben Jerry s. They then demonstrate how the theory works as an actionable strategy model, drawing upon their consulting work. They show how cultural strategy takes start-up brands into the mass market (Fat Tire beer), overcomes better mousetraps wars in a technology driven category (ClearBlue pregnancy test), effectively challenges a seemingly insurmountable incumbent (FUSE music channel vs MTV), and develops a social innovation (The Freelancers Union). Holt and Cameron also describe the best organizational model for pursuing this approach, which they term the cultural studio . The book demonstrates that the top consumer marketing companies are consistently poor at this type of innovation because they rely on an antithetic organization structure, what the authors term the brand bureaucracy . To succeed at cultural innovation requires not only a very different approach to strategy, but a new way of organizing as well. Nº de ref. de la librería AAS9780199587407

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Douglas B. Holt, Douglas Cameron
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Descripción Oxford University Press, United Kingdom, 2010. Hardback. Estado de conservación: New. 236 x 156 mm. Language: English . Brand New Book. Market innovation has long been dominated by the worldview of engineers and economists: build a better mousetrap and the world will take notice. But there s another important way to build new businesses: with innovative ideologies rather than innovative mousetraps. Consider Coca-Cola, Nike, Jack Daniel s, Marlboro, Starbucks, Corona, Oprah, The Body Shop: all built with innovative ideologies. Further many better mousetraps are much more compelling to consumers when bundled with innovative ideologies; consider BMW, Apple, and Whole Foods. Cultural Strategy provides a step-by-step guide for managers and entrepreneurs to build businesses in this simple but effective way. Holt and Cameron analyse a series of classic cases that relied on these bold, innovative strategies: Nike, Marlboro, Starbucks, Jack Daniels, vitaminwater, and Ben Jerry s. They then demonstrate how the theory works as an actionable strategy model, drawing upon their consulting work. They show how cultural strategy takes start-up brands into the mass market (Fat Tire beer), overcomes better mousetraps wars in a technology driven category (ClearBlue pregnancy test), effectively challenges a seemingly insurmountable incumbent (FUSE music channel vs MTV), and develops a social innovation (The Freelancers Union). Holt and Cameron also describe the best organizational model for pursuing this approach, which they term the cultural studio . The book demonstrates that the top consumer marketing companies are consistently poor at this type of innovation because they rely on an antithetic organization structure, what the authors term the brand bureaucracy . To succeed at cultural innovation requires not only a very different approach to strategy, but a new way of organizing as well. Nº de ref. de la librería AAS9780199587407

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Descripción OUP Oxford, 2010. HRD. Estado de conservación: New. New Book.Shipped from US within 10 to 14 business days.THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Nº de ref. de la librería IP-9780199587407

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Descripción Oxford University Press. Hardcover. Estado de conservación: New. 019958740X Brand New Book. Ships from the United States. 30 Day Satisfaction Guarantee!. Nº de ref. de la librería 13671606

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