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【电子书】Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands by Douglas B. Holt, Douglas Cameron(pdf)

【电子书】Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands by Douglas B. Holt, Douglas Cameron(pdf) 【电子书】Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands by Douglas B. Holt, Douglas Cameron(pdf)


How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and innovation simply don't work. The most influential ideas on innovation are shaped by the worldview of engineers and economists - build a better mousetrap and the world will take notice. Holt and Cameron challenge this conventional wisdom and take an entirely different approach: champion a better ideology and the world will take notice as well. Holt and Cameron build a powerful new theory of cultural innovation. Brands in mature categories get locked into a form of cultural mimicry, what the authors call a cultural orthodoxy. Historical changes in society create demand for new culture - ideological opportunities that upend this orthodoxy. Cultural innovations repurpose cultural content lurking in subcultures to respond to this emerging demand, leapfrogging entrenched incumbents.


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