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Cultural Strategy : Using Innovative Ideologies to Build Breakthrough Brands

Holt, Douglas

Publication Details Click to collapse Cite/Export

  • Format Books
  • Contributors
  • Publication
    • Oxford : Oxford University Press, Incorporated, 2010
    • ©2010
  • Physical Details
    • 1 online resource (404 pages)
  • ISBNs 0191616338, 9780191616334, 9780199587407, 019958740X, 9780199655854, 0199655855
  • OCLC ocn743805023, ocn636906680

Summary

  • Cultural Strategy provides a step-by-step guide for managers and entrepreneurs to building businesses based upon innovative ideologies: ideas that leverage social change and needs. Analyzing classic cases such as Nike, Starbucks, Marlboro, Jack Daniels, and Ben & Jerry's, Holt and Cameron show how the theory works as an actionable strategy.

Contents

  • Intro -- Contents -- Preface -- Acknowledgments -- 1. Rethinking Blue Oceans -- Part 1 : Cultural Innovation Theory -- 2. Nike: Reinventing the American Dream -- 3. Jack Daniel's: Mythologizing the Company to Revive Frontier Masculinity -- 4. Ben &amp -- Jerry's: Provoking Ideological Flashpoints to Launch a Sustainable Business Myth -- 5. Starbucks: Trickling down New Cultural Capital Codes -- 6. Patagonia: How Social Enterprises Cross the Cultural Chasm -- 7. Vitaminwater: Creating a ''Better Mousetrap'' with Myth -- 8. Marlboro: The Power of Cultural Codes -- 9. Cultural Innovation Theory -- Part 2 : Applying the Cultural Strategy Model -- Introduction -- 10. Clearblue Pregnancy Tests: Branding a New Technology -- 11. Fat Tire Beer: Crossing the Cultural Chasm -- 12. Fuse Music Television: Challenging Incumbents with Cultural Jujitsu -- 13. Freelancers Union: Branding a Social Innovation -- Part 3 : Organizing for Cultural Innovation -- 14. The Brand Bureaucracy and the Rise of Sciency Marketing -- 15. The Cultural Studio Forms Underground: Levi's 501s in Europe -- 16. The Cultural Studio Forms above Ground: ESPN -- About the Authors -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Y -- Z
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