Cultural Strategy —— Using Innovative Ideologies to Build Breakthrough Brands

----- 文化战略: 用创新的意识形态构建突破性品牌

ISBN: 9780199655854 出版年：2010 页码：404 Holt, Douglas Cameron, Douglas Oxford University Press

1. Rethinking Blue Oceans PART I: CULTURAL INNOVATION THEORY 2. Nike: Reinventing the American Dream 3. Jack Daniel's: Mythologizing the Company to Revive Frontier Masculinity 4. Ben & Jerry's: Provoking Ideological Flashpoints to Launch a Sustainable Business Myth 5. Starbucks: Trickling Down New Cultural Capital Codes 6. Patagonia: How Social Enterprises Cross the Cultural Chasm 7. Vitaminwater: Creating a "Better Mousetrap" with Myth 8. Marlboro: The Power of Cultural Codes 9. Cultural Innovation Theory PART II: APPLYING THE CULTURAL STRATEGY MODEL 10. Clearblue Pregnancy Tests: Branding a New Technology 11. Fat Tire Beer: Crossing the Cultural Chasm 12. Fuse Music Television: Challenging Incumbents with Cultural Jujitsu 13. Freelancers Union: Branding a Social Innovation PART III: ORGANIZING FOR CULTURAL INNOVATION 14. The Brand Bureaucracy and the Rise of Sciency Marketing 15. The Cultural Studio Forms Underground: Levi's 501s in Europe 16. The Cultural Studio Forms Above Ground: ESPN