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Cultural strategy : using innovative ideologies to build breakthrough brands / Douglas Holt and Douglas Cameron.
Ebscohost Ebooks University Press Collection (North America) Available online
Ebscohost Ebooks University Press Collection (North America)- Format:
- Book
- Author/Creator:
- Holt, Douglas B.
- Language:
- English
- Subjects (All):
- Branding (Marketing).
- Marketing--Social aspects.
- Branding (Marketing)--Case studies.
- Physical Description:
- 1 online resource (404 p.)
- Edition:
- 1st ed.
- Place of Publication:
- Oxford : Oxford University Press, c2010.
- Language Note:
- English
- Summary:
- 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 withinnovative ideologies; consider BMW, Apple, and Whole Foods. Cultural Strategy provides a step-by-step guide for m
- Contents:
- pt. 1. Cultural innovation theory
- pt. 2. Applying the cultural strategy model
- pt. 3. Organizing for cultural innovation.
- Notes:
- Description based upon print version of record.
- Includes bibliographical references and index.
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 0-19-161520-X
- 1-283-22295-7
- 9786613222954
- 0-19-161633-8
- OCLC:
- 743805023
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