How Brands Innovate
The Principles of Cultural Strategy
(Sprache: Englisch)
In How Brands Innovate, Douglas Holt provides an entirely different way to understand how innovation works from the conventional ideas that dominate in business. He argues that market transformations are pushed forward by culture and society rather than new...
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Produktinformationen zu „How Brands Innovate “
In How Brands Innovate, Douglas Holt provides an entirely different way to understand how innovation works from the conventional ideas that dominate in business. He argues that market transformations are pushed forward by culture and society rather than new technology or new products. Drawing on his decades-long experience, Holt shows how companies can build innovative new businesses without the advantage of new technology or revitalize businesses that havelost their leading position.
Klappentext zu „How Brands Innovate “
In How Brands Innovate, Douglas Holt provides an entirely different way to understand how innovation works from the conventional ideas that dominate in business. He argues that market transformations are pushed forward by culture and society rather than new technology or new products. Drawing on his decades-long experience, Holt shows how companies can build innovative new businesses without the advantage of new technology or revitalize businesses that have lost their leading position.
Inhaltsverzeichnis zu „How Brands Innovate “
Chapter 1: The Three Strategy Myopias: Why Business Needs Cultural Innovation; CULTURAL INNOVATION THEORY; PART I: BEYOND BRAND MYOPIA; Chapter 2: The Branding Treadmill; Chapter 3: How Society Innovates; Chapter 4: How Vanguards Conquer Markets; Chapter 5: How Challengers Attack Incumbents; Part II: BEYOND TECH MYOPIA; Chapter 6: The Better Mousetrap Trap; Chapter 7: How Tech Drives Cultural Innovation; Chapter 8: Constructing the Meaning of Tech; Chapter 9: Transforming Tech Into Myth; Part III: BEYOND PURPOSE MYOPIA; Chapter 10: The Purpose Industrial Complex; Chapter 11: The Activist Brand, Part 1: Myth; Chapter 12: The Activist Brand, Part 2: Provoke; Chapter 13: Summary; CULTURAL STRATEGY: APPLYING THE THEORY; Part I: APPLICATIONS; Chapter 14: Converse; Chapter 15: The Lifetime Network; Chapter 16: SONOS; Chapter 17: Huawei; Chapter 18: Patagonia; Chapter 19: REI; Part II: PLAYBOOK; Chapter 20: Solve The Innovation Puzzle: 7-Step Analysis; Chapter 21: Design The Innovation: The S.P.A.M. Framework; Chapter 22: Organize The Innovation: The Cultural Studio
Autoren-Porträt von Douglas Holt
Douglas Holt was Professor of Marketing at both the Harvard Business School and the University of Oxford. He is now President of the Cultural Strategy Group, a consulting firm he founded that provides brand strategy and innovation solutions using the cultural strategy framework. Holt also holds honorary professorships at Royal Holloway, University of London, and the University of Bristol. He has developed successful strategies for a wide range of brands and companies, including Coca-Cola, Microsoft, Ben & Jerry's, Sprite, Jack Daniel's, MINI, MasterCard, Fat Tire beer, Qdoba, Mike's Hard Lemonade, Pinterest, Huawei, Tinder, Lyft, and Zipcar, along with a number of non-profit organizations.
Bibliographische Angaben
- Autor: Douglas Holt
- 2023, 304 Seiten, Maße: 15,6 x 23,5 cm, Gebunden, Englisch
- Verlag: Oxford University Press
- ISBN-10: 0197602975
- ISBN-13: 9780197602973
Sprache:
Englisch
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