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Cultural strategy : using innovative ideologies to build breakthrough brands

Holt, Douglas B.. Auteur ; Cameron, Douglas. Auteur

Oxford University Press 2010 - 1 vol. (XV-387 p.)

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Cultural Strategy provides a step-by-step guide for managers and entrepreneurs to building businesses based upon innovative ideologies: ideas that leverage social change and needs. Analyzing classic cases such as Nike, Starbucks, Marlboro, Jack Daniels, and Ben & Jerry's, Holt and Cameron show how the theory works as an actionable strategy.