How Brands Innovate The Principles of Cultural Strategy

In How Brands Innovate, Douglas Holt provides an entirely different way to understand how innovation works from the conventional ideas that dominate in business. He argues that market transformations are pushed forward by culture and society rather than new technology or new products. Drawing on his decades-long experience, Holt shows how companies can build innovative new businesses without the advantage of new technology or revitalize businesses that havelost their leading position.