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Genre/Form: | Fallstudiensammlung Case studies Études de cas 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 cases such as Nike, Starbucks, Marlboro, Jack Daniels, and Ben & Jerry's, Holt and Cameron show how the theory works as an actionable strategy.
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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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Related Subjects:(17)
- Branding (Marketing)
- Marketing -- Social aspects.
- Branding (Marketing) -- Case studies.
- Stratégie de marque.
- Marketing -- Aspect social.
- Stratégie de marque -- Études de cas.
- branding.
- Business and Management.
- Innovationsmanagement
- Markenpolitik
- Soziokultureller Wandel
- Strategisches Management
- USA
- Varumärken.
- Marknadsföring.
- Brands -- case studies.
- Marketing -- social aspects.
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