Journals Higher Education

$65.00

Hardcover

09 December 2010

408 Pages

ISBN: 9780199587407


Also Available As:

Ebook


Bookseller Code (01)

Cultural Strategy

Using Innovative Ideologies to Build Breakthrough Brands

Douglas Holt and Douglas Cameron

  • Major contribution to thinking on strategy and innovation from a brand perspective
  • Shows how societal changes produce opportunities for entrepreneurs and managers; how to identify these; and how to exploit them
  • Explores how many successful firms ally products with cultural innovations to use these opportunities to build brands
  • Provides a six step strategy framework and seven cultural methods with application to consumer technologies, social enterprise, and business start-ups
  • Draws on case studies of firms such as Nike, Marlboro, Starbucks, Jack Daniels, vitaminwater, and Ben & Jerry's, all of whom employed a cultural innovation approach
  • Explains the inbuilt barriers to innovation that hinder many large organizations, and puts forward a solution to overcoming these barriers
  • Questions many 'sciency' marketing approaches
  • Follows on from Holt's hugely successful How Brands Become Icons
  • Holt and Cameron draw upon their consulting work with New York advertising agencies
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