Cultural strategy : using innovative ideologies to build breakthrough brands
Author(s)
Bibliographic Information
Cultural strategy : using innovative ideologies to build breakthrough brands
Oxford University Press, 2012
- : pbk
Available at 6 libraries
  Aomori
  Iwate
  Miyagi
  Akita
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  Tochigi
  Gunma
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  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
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  Gifu
  Shizuoka
  Aichi
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  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
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  United Kingdom
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Note
Includes bibliographical references and index
Description and Table of Contents
Description
How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and innovation simply don't work. The most influential ideas on innovation are shaped by the worldview of engineers and economists - build a better mousetrap and the world will take notice. Holt and Cameron challenge this conventional wisdom and take an entirely different approach: champion a better ideology and the world will take notice as well. Holt and Cameron build a powerful new theory of cultural innovation. Brands in mature categories get locked into a form of cultural mimicry, what the authors call a cultural orthodoxy. Historical changes in society create demand for new culture - ideological opportunities that upend this orthodoxy. Cultural innovations repurpose cultural content lurking in subcultures to respond to this emerging demand, leapfrogging entrenched incumbents.
Cultural Strategy guides managers and entrepreneurs on how to leverage ideological opportunities:
- How managers can use culture to out-innovate their competitors
- How entrepreneurs can identify new market opportunities that big companies miss
- How underfunded challengers can win against category Goliaths
- How technology businesses can avoid commoditization
- How social entrepreneurs can develop businesses that appeal to more than just fellow activists
- How subcultural brands can break out of the 'cultural chasm' to mass market success
- How global brands can pursue cross-cultural strategies to succeed in local markets
- How organizations can maximize their innovation capabilities by avoiding the brand bureaucracy trap
Written by leading authorities on branding in the world today, along with one of the advertising industry's leading visionaries, Cultural Strategy transforms what has always been treated as the "intuitive" side of market innovation into a systematic strategic discipline.
Table of Contents
- PART I: CULTURAL INNOVATION THEORY
- PART II: APPLYING THE CULTURAL STRATEGY MODEL
- PART III: ORGANIZING FOR CULTURAL INNOVATION
by "Nielsen BookData"