Cultural strategy: using innovative ideologies to build breakthrough brands
Auteur :
Holt, Douglas / Cameron, Douglas
Éditeur :
Oxford University Press
ISBN :
9780199587407
Date de publication :
28 oct. 2010
Dimensions :
24,4 x 16,4 x 2,7 cm
Poids :
732 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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. 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.