Cultural strategy : using innovative ideologies to build breakthrough brands / Douglas Holt and Douglas Cameron.

Format:

• Book

Author/Creator:

• Holt, Douglas B.

Contributor:

• Cameron, Douglas.

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