Cultural strategy: using innovative ideologies to build breakthrough brands

Cultural Strategy provides a step-by-step guide for managers and entrepreneurs to building businesses based upon innovative ideologies: ideas that leveragesocial 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. INDICE: 1: Rethinking Blue Oceans; Part I: Cultural Innovation Theory; 2: Nike: Reinventing the American Dream; 3: Jack Daniel's: Mythologizing the Company to Revive Frontier Masculinity; 4: Ben & Jerry's: Provoking IdeologicalFlashpoints to Launch a Sustainable Business Myth; 5: Starbucks: Trickling Down New Cultural Capital Codes; 6: Patagonia: How Social Enterprises Cross the Cultural Chasm; 7: Vitaminwater: Creating a 'Better Mousetrap' with Myth; 8: Marlboro: The Power of Cultural Codes; 9: Cultural Innovation Theory; Part II: Applying the Cultural Strategy Model; 10: Clearblue Pregnancy Tests: Branding a New Technology; 11: Fat Tire Beer: Crossing the Cultural Chasm; 12: Fuse Music Television: Challenging Incumbents with Cultural Jujitsu; 13: Freelancers Union: Branding a Social Innovation; Part III: Organizing for Cultural Innovation; 14: The Brand Bureaucracy and the Rise of Sciency Marketing; 15: The Cultural Studio Forms Underground: Levi's 501s in Europe; 16: The Cultural Studio Forms Above Ground: ESPN

• ISBN: 978-0-19-958740-7
• Editorial: Oxford University
• Encuadernacion: Cartoné
• Páginas: 408
• Fecha Publicación: 28/10/2010
• Nº Volúmenes: 1
• Idioma: Inglés