CULTURAL STRATEGY

How do we explain the breakthrough market success of businesses like Nike Starbucks Ben & Jerry s and Jack Daniel s Conventional models of strategy and innovation simply don t work The most influential ideas on innovation are shaped by the worldview of engineers and economists build a better mousetrap and the world will take notice Holt and Cameron challenge this conventional wisdom and take an entirely different approach champion a better ideology and the world will take notice as well Holt and Cameron build a powerful new theory of cultural innovation Brands in mature categories get locked into a form of cultural mimicry what the authors call a cultural orthodoxy Historical changes in society create demand for new culture ideological opportunities that upend this orthodoxy Cultural innovations repurpose cultural content lurking in subcultures to respond to this emerging demand leapfrogging entrenched incumbents Cultural Strategy guides managers and entrepreneurs on how to leverage ideological opportunities How managers can use culture to out innovate their competitors How entrepreneurs can identify new market opportunities that big companies miss How underfunded challengers can win against category Goliaths How technology businesses can av