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Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
Market innovation has long been dominated by the worldview of engineers and economists: build a better mousetrap and the world will take notice. But there's another important way to build new businesses: with innovative ideologies rather than innovative mousetraps. Consider Coca-Cola, Nike, Jack Daniel's, Marlboro, Starbucks, Corona, Oprah, The Body Shop: all built with ...more
Kindle Edition, 404 pages
Published October 28th 2010 by OUP Oxford
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