Chief Culture Officer: How to Create a Living, Breathing

Chief Culture Officer: How to Create a Living, Breathing Corporation

Levi-Strauss, the jeans and apparel maker, missed out on the hip-hop trend. They didnâ€™t realize that those kids in baggy jeans represented a whole newÂ€Â”and lucrativeÂ€Â”market opportunity, one they could have seen coming if they had but been paying attention to the shape of American culture. Levi Strauss isnâ€™t alone. Too many corporations outsource their understanding of culture to trend hunters, cool watchers, marketing experts, consulting firms, and, sometimes, teenage interns. The cost to Levi-Strauss was a billion dollars. The cost to the rest of corporate America is immeasurable. The lesson? The American corporation needs a new professional. It needs a Chief Culture Officer. Grant McCracken, an anthropologist who now trains some of the worldâ€™s biggest companies and consulting firms, argues that the CCO would keep a finger on the pulse of contemporary cultural trendsÂ€Â”from sneakers to slow food to preppiesÂ€Â”while develop
Country USA
Manufacturer Basic Books
Binding Hardcover
UnitCount 1
EANs 9780465018321
ReleaseDate 0000-00-00

Chief Culture Officer: How to Create a Living, Breathing Corporation