Cultural Strategy: Using Innovative Ideologies to Build by Douglas Holt

By Douglas Holt

How can we clarify the leap forward marketplace good fortune of companies like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? traditional types of process and innovation easily do not paintings. the main influential rules on innovation are formed via the worldview of engineers and economists - construct a greater mousetrap and the realm will take observe. Holt and Cameron problem this traditional knowledge and take a wholly diverse strategy: champion a greater ideology and the area will take detect besides. Holt and Cameron construct a robust new conception of cultural innovation. manufacturers in mature different types get locked right into a kind of cultural mimicry, what the authors name a cultural orthodoxy. historic adjustments in society create call for for brand spanking new tradition - ideological possibilities that upend this orthodoxy. Cultural options repurpose cultural content material lurking in subcultures to reply to this rising call for, leapfrogging entrenched incumbents.

Cultural method courses managers and marketers on find out how to leverage ideological opportunities:

- How managers can use tradition to out-innovate their rivals
- How marketers can determine new industry possibilities that enormous businesses pass over
- How underfunded challengers can win opposed to classification Goliaths
- How expertise companies can steer clear of commoditization
- How social marketers can increase companies that attract greater than simply fellow activists
- How subcultural manufacturers can get away of the 'cultural chasm' to mass marketplace good fortune
- How international manufacturers can pursue cross-cultural suggestions to reach neighborhood markets
- How companies can maximize their innovation functions by way of warding off the emblem forms trap

Written by way of top gurus on branding on the earth at the present time, besides one of many ads industry's top visionaries, Cultural Strategy transforms what has consistently been handled because the "intuitive" facet of industry innovation right into a systematic strategic self-discipline.

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Many consumers used them just for day-to-day activities such as shopping or walking. The cover of the book featured Fixx’s legs in a pair of Onitsuka Tigers, a leading running brand of the day. Yet somehow Nike became the running shoe for this vanguard of Americans who adopted a daily run as part of their regimen. Why? Unlike its competitors, Nike had turned away from better mousetraps and the star athletes’ feats myth. Instead, Nike had begun to use advertising to publicize the runner’s ideology—the perfect antidote for Americans looking to revive their competitive spirit.

Nike ads would henceforth be littered with cultural codes referencing racism, sexism, and global poverty. This was a fortuitous choice, since these devastating institutional barriers served as a convincing metaphor for the extreme challenges of the new global economy that Nike consumers faced. Subculture: African-American Athletes in the Ghetto In the United States of the 1980s, urban ghettos were the country’s most troubled and stigmatized places. These poor neighborhoods could be found in nearly every big city: New York, Chicago, Detroit, Los Angeles, St Louis, Washington, and Philadelphia all had well-known ghettos.

Ref¼business 16 Part 1 Cultural Innovation Theory This page intentionally left blank 2 Nike: Reinventing the American Dream Phil Knight and Bill Bowerman sold their first pair of Nike running shoes in 1971. A decade later, the brand’s sales reached $458 million a year. Two decades later, they reached $3 billion. Business Week ranked Nike the twenty-sixth most valuable brand in the world in 2009— estimating its worth at more than $13 billion. How did consumers come to value Nike so much compared to its competitors?

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