Cultural Strategy - Using Innovative Ideologies to Build Breakthrough Brands (Holt Douglas B.)(Paperback)

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 g Cultural Strategy - Douglas Holt, Douglas Cameron od authora Douglas Holt, Douglas Cameron a nakladatelství za skvělé ceny na e-shopu Martinus.cz
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