Cultural strategy: using innovative ideologies to build breakthrough brands
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Oxford
Oxford University Press
2010
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| Schlagworte: | |
| Online-Zugang: | Volltext |
| Beschreibung: | 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. 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 |
| Beschreibung: | 1 Online-Ressource (xv, 387 pages) |
| ISBN: | 9780199587407 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804175296737312768 |
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| any_adam_object | |
| author | Holt, Douglas B. |
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| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| spelling | Holt, Douglas B. Verfasser (DE-588)171427602 aut Cultural strategy using innovative ideologies to build breakthrough brands Douglas Holt and Douglas Cameron Oxford Oxford University Press 2010 1 Online-Ressource (xv, 387 pages) txt rdacontent c rdamedia cr rdacarrier 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. 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 Business BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Branding (Marketing) fast Marketing / Social aspects fast Gesellschaft Wirtschaft Branding (Marketing) Marketing Social aspects Branding (Marketing) Case studies Innovationsmanagement (DE-588)4161817-8 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Soziokultureller Wandel (DE-588)4227561-1 gnd rswk-swf USA (DE-588)4078704-7 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content USA (DE-588)4078704-7 g Markenpolitik (DE-588)4144679-3 s Strategisches Management (DE-588)4124261-0 s Innovationsmanagement (DE-588)4161817-8 s Soziokultureller Wandel (DE-588)4227561-1 s 1\p DE-604 Cameron, Douglas ca. 20. Jh. Sonstige (DE-588)1268389684 oth Erscheint auch als Druck-Ausgabe, Hardcover 978-0-19-958740-7 Erscheint auch als Druck-Ausgabe, Paperback 978-0-19-965585-4 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=381044 Aggregator Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Holt, Douglas B. Cultural strategy using innovative ideologies to build breakthrough brands Business BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Branding (Marketing) fast Marketing / Social aspects fast Gesellschaft Wirtschaft Branding (Marketing) Marketing Social aspects Branding (Marketing) Case studies Innovationsmanagement (DE-588)4161817-8 gnd Markenpolitik (DE-588)4144679-3 gnd Strategisches Management (DE-588)4124261-0 gnd Soziokultureller Wandel (DE-588)4227561-1 gnd |
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| title | Cultural strategy using innovative ideologies to build breakthrough brands |
| title_auth | Cultural strategy using innovative ideologies to build breakthrough brands |
| title_exact_search | Cultural strategy using innovative ideologies to build breakthrough brands |
| title_full | Cultural strategy using innovative ideologies to build breakthrough brands Douglas Holt and Douglas Cameron |
| title_fullStr | Cultural strategy using innovative ideologies to build breakthrough brands Douglas Holt and Douglas Cameron |
| title_full_unstemmed | Cultural strategy using innovative ideologies to build breakthrough brands Douglas Holt and Douglas Cameron |
| title_short | Cultural strategy |
| title_sort | cultural strategy using innovative ideologies to build breakthrough brands |
| title_sub | using innovative ideologies to build breakthrough brands |
| topic | Business BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Branding (Marketing) fast Marketing / Social aspects fast Gesellschaft Wirtschaft Branding (Marketing) Marketing Social aspects Branding (Marketing) Case studies Innovationsmanagement (DE-588)4161817-8 gnd Markenpolitik (DE-588)4144679-3 gnd Strategisches Management (DE-588)4124261-0 gnd Soziokultureller Wandel (DE-588)4227561-1 gnd |
| topic_facet | Business BUSINESS & ECONOMICS / Advertising & Promotion Branding (Marketing) Marketing / Social aspects Gesellschaft Wirtschaft Marketing Social aspects Branding (Marketing) Case studies Innovationsmanagement Markenpolitik Strategisches Management Soziokultureller Wandel USA Fallstudiensammlung |
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