Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands

Cultural_strategy

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 way to build new businesses: with innovative ideologies rather than innovative mousetraps. Coca-Cola, Nike, Jack Daniel’s, Marlboro, Starbucks, Corona, Oprah and The Body Shop all built their businesses from an innovative ideology. Further many "better mousetraps" are much more compelling to consumers when bundled with innovative ideologies; consider BMW, Apple, and Whole Foods.

Cultural Strategy provides a step-by-step guide for managers and entrepreneurs to build businesses in this simple but effective way. Holt and Cameron analyse a series of classic cases that relied on bold, innovative strategies, then demonstrate how the theory works as an actionable strategy model, drawing upon their consulting work. The authors also describe the best organizational model for pursuing this approach, which they term "the cultural studio".

http://www.amazon.co.uk/Cultural-Strategy-Innovative-Ideologies-Breakthrough/dp/019958740X/ref=sr_1_1?s=books&ie=UTF8&qid=1343361173&sr=1-1

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