The Book

“Ideological opportunities provide one of the most fertile grounds for market innovation.”

“Companies that walk the walk, living their ideology every day in their business, have much more credibility with today’s consumers than do companies that promote brands as champions of an ideology that is unrelated to the company’s business practices.”

“Social changes inevitably crack the ideological edifice and spur demand for brands that present different ideologies “

Market innovation has long been dominated by the worldview of engineers and economists–build a better mousetrap and the world will take notice…Holt and Cameron challenge this conventional wisdom. They develop a cultural approach to innovation: champion a better ideology and the world will take notice. Using careful organizational research, the authors demonstrate that companies are trapped in the brand bureaucracy, which systematically derails innovation. Cultural innovation requires a new organizational logic.

The Author

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