{"product_id":"9780199587407","title":"Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands","description":"\u003cp\u003eHow do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben \u0026amp; 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.\u003c\/p\u003e\u003cp\u003eHolt and Cameron challenge this conventional wisdom and take an entirely different approach: champion a better ideology and the world will take notice as well.\u003c\/p\u003e\u003cp\u003eHolt 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.\u003c\/p\u003e\u003cp\u003eCultural Strategy guides managers and entrepreneurs on how to leverage ideological opportunities:\u003c\/p\u003e\u003cp\u003eHow managers can use culture to out-innovate their competitors\u003c\/p\u003e\u003cp\u003eHow entrepreneurs can identify new market opportunities that big companies miss\u003c\/p\u003e\u003cp\u003eHow underfunded challengers can win against category Goliaths\u003c\/p\u003e\u003cp\u003eHow technology businesses can avoid commoditization\u003c\/p\u003e\u003cp\u003eHow social entrepreneurs can develop businesses that appeal to more than just fellow activists\u003c\/p\u003e\u003cp\u003eHow subcultural brands can break out of the 'cultural chasm' to mass market success\u003c\/p\u003e\u003cp\u003eHow global brands can pursue cross-cultural strategies to succeed in local markets\u003c\/p\u003e\u003cp\u003eHow organizations can maximize their innovation capabilities by avoiding the brand bureaucracy trap\u003c\/p\u003e\u003cp\u003eWritten by one of the foremost authorities on branding in the world today, along with one of the advertising industry's leading visionaries, Cultural Strategy transforms what has always been treated as the \"intuitive\" side of market innovation into a systematic strategic discipline.\u003c\/p\u003e","brand":"Oxford University Press, USA","offers":[{"title":"Default Title","offer_id":47022661796080,"sku":"9780199587407","price":66.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780199587407_p0.jpg?v=1763779906","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780199587407","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}