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 leverage social change and needs
Fallstudiensammlung
xv, 387 pages : illustrations ; 24 cm
9780199587407, 9780199655854, 019958740X, 0199655855
636906680
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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