Cultural Strategy pdf epub mobi txt 电子书 下载 2024


Cultural Strategy

简体网页||繁体网页
Douglas Cameron
2010-12
404
$ 33.84
9780199587407

图书标签: 广告  Branding  美国  商业  企业文化  英语  美国历史  社会学   


喜欢 Cultural Strategy 的读者还喜欢




点击这里下载
    


想要找书就要到 小哈图书下载中心
立刻按 ctrl+D收藏本页
你会得到大惊喜!!

发表于2024-06-16

Cultural Strategy epub 下载 mobi 下载 pdf 下载 txt 电子书 下载 2024

Cultural Strategy epub 下载 mobi 下载 pdf 下载 txt 电子书 下载 2024

Cultural Strategy pdf epub mobi txt 电子书 下载 2024



图书描述

Market innovation has long been dominated by the worldview of engineers and economists--build a better mousetrap and the world will take notice. The most influential strategy books--such as Competing for the Future, The Innovator's Dilemma , and Blue Ocean Strategy --argue that innovation should focus on breakthrough functionality.

Holt and Cameron challenge this conventional wisdom. They develop a cultural approach to innovation: champion a better ideology and the world will take notice. The authors use detailed historical analyses of the take-offs of Nike, vitaminwater, Marlboro, Starbucks, Jack Daniel's, Levi's, ESPN, and Ben & Jerry's to build a powerful new theory. They show how brands in mature categories come to rely upon similar conventional brand expressions, leading to what the authors call a cultural orthodoxy . Historical changes in society threaten this orthodoxy by creating demand for new culture. Cultural innovations draw upon source material --novel cultural content lurking in subcultures, social movements, and the media--to develop brands that respond to this emerging demand, leapfrogging entrenched incumbents. The authors demonstrate how they have adapted this theory into a step-by-step cultural strategy model, which they successfully applied to start-ups (Fat Tire beer), consumer technologies (Clearblue pregnancy tests), under-funded challengers (Fuse Music Television), and social enterprises (Freelancers Union). Holt and Cameron conclude by explaining why top marketing companies fail at cultural innovation. Using careful organizational research, the authors demonstrate that companies are trapped in the brand bureaucracy , which systematically derails innovation. Cultural innovation requires a new organizational logic. In all of their cases, the authors find that the cultural innovators have rejected the brand bureaucracy.

Written by one of the leading authorities on brands and marketing in the world today, Cultural Strategy transforms what has always been treated as the "intuitive" side of branding into a systematic strategic discipline.

Cultural Strategy 下载 mobi epub pdf txt 电子书

著者简介


图书目录


Cultural Strategy pdf epub mobi txt 电子书 下载
想要找书就要到 小哈图书下载中心
立刻按 ctrl+D收藏本页
你会得到大惊喜!!

用户评价

评分

next step of career

评分

next step of career

评分

next step of career

评分

next step of career

评分

next step of career

读后感

评分

评分

评分

评分

评分

类似图书 点击查看全场最低价

Cultural Strategy pdf epub mobi txt 电子书 下载 2024


分享链接









相关图书




本站所有内容均为互联网搜索引擎提供的公开搜索信息,本站不存储任何数据与内容,任何内容与数据均与本站无关,如有需要请联系相关搜索引擎包括但不限于百度google,bing,sogou

友情链接

© 2024 qciss.net All Rights Reserved. 小哈图书下载中心 版权所有