Format:
1 Online-Ressource (xv, 387 pages)
ISBN:
9780199587407
Note:
Includes bibliographical references and index
,
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.
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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 gui
Additional Edition:
Erscheint auch als Druck-Ausgabe, Hardcover ISBN 978-0-19-958740-7
Additional Edition:
Erscheint auch als Druck-Ausgabe, Paperback ISBN 978-0-19-965585-4
Language:
English
Subjects:
Economics
Keywords:
USA
;
Markenpolitik
;
Strategisches Management
;
Innovationsmanagement
;
Soziokultureller Wandel
;
Fallstudiensammlung
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