ENGLISH

Marking Enterprise: Business Success and Societal Embedding (INSEAD Business Press)

By Jean-Claude Thoenig , Charles Waldman

Book information

Year
2006
ISBN
0230001874, 9780230001879, 9780230579484
Open Library ID
OL10193735M
Language
english
Format
PDF
Filesize
687 kB (703747 bytes)
Edition
First Edition
Pages
256\254
Time added
2011-06-04 13:46:07

Description

This new approach argues that many practices and postures in strategy, marketing and branding, and organisational management are neither appropriate nor efficient. Based upon their studies of extremely successful firms, the authors distinguish two main paths to success. One followed by "proactive markers" like Club Med, Ikea and Royal Canin consists of designing and creating new economic and societal "territories", not just market shares or brands, that fill societal voids. The other, followed by "reactive markers" like First Direct, Tesco, Wal-Mart and Dyson consists of addressing with great talents existing social values and ways of living. But this book does not only deliver a groundbreaking new analytical framework: it also gives practical clues to business practitioners on both avoiding pitfalls and taking adequate decisions while elaborating their marking discipline.

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