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Cultural strategy : using innovative ideologies to build breakthrough brands

Author: Douglas B Holt; Douglas Cameron
Publisher: Oxford : Oxford University Press, ©2010.
Edition/Format:   Print book : EnglishView all editions and formats
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.
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Genre/Form: Fallstudiensammlung
Case studies
case studies
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Douglas B Holt; Douglas Cameron
ISBN: 9780199587407 019958740X 9780199655854 0199655855
OCLC Number: 636906680
Description: xv, 387 pages : illustrations ; 24 cm
Contents: Rethinking blue oceans --
Cultural innovation theory. Nike : reinventing the American dream --
Jack Daniel's mythologizing the company to revive frontier masculinity --
Ben & Jerry's : provoking ideological flashpoints to launch a sustainable business myth --
Starbucks : trickling down new cultural capital codes --
Patagonia : how social enterprises cross the cultural chasm --
Vitaminwater : creating a 'better mousetrap" with myth --
Marlboro : the power of cultural codes --
Cultural Innovation theory --
Applying the cultural strategy model. Clearblue pregnancy tests : branding a new technology --
Fat Tire Beer : crossing the cultural chasm --
Fuse music television : challenging incumbents with cultural Jujitsu --
Freelancers union : branding a social innovation --
Organizing for cultural innovation. The brand bureaucracy and the rise of sciency marketing --
The cultural studio forms underground : Levi's 501s in Europe --
The cultural studio forms above ground : ESPN.
Responsibility: Douglas Holt and Douglas Cameron.

Abstract:

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  Read more...

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

 
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