Resurgence

Based on fascinating insider accounts with leaders from Motorola, Alberto Culver, Harley-Davidson, and others, Resurgence explores the change process and reveals how some of the most interesting and notable brands in the world have managed to stage remarkably successful comebacks following periods of decline.

Informationen zum Autor Gregory S. Carpenter, Gary F. Gebhardt, and John F. Sherry, Jr. Klappentext Based on a multi-year study with several large companies, Resurgence reveals how some of the most interesting and notable brands in the world have managed to stage remarkably successful comebacks following periods of decline. The core of this book is a smart, simple four-part framework for reinvention, plus compelling advice distilled for general business readers. Yet,it also features fascinating, insider accounts of the change process, with stories from a core group of leaders at companies such as Motorola, Alberto Culver, Harley-Davidson, and others, as they considered the question: How do we reinvent a firm that does not recognize the need for radical change? Three top marketing experts bring a compelling wealth of experience and knowledge to the forefront as they were granted extensive access to the executives at these companies and track how each of these organizations look dramatically different as a result of its changed efforts. Inhaltsverzeichnis 1. The BeginningStep I: Recognize2. My Name is Motorola and I Have a Problem: Recognizing the Need for Change3. Teams Make Change: Building a CoalitionStep II: Reinvent4. A Vision for Change5. Going Public6. Walking the Talk7. Dear Customer: Reconnecting with the Market8. Collaborative Strategy Development and Implementation9. Pink Slips for Dissenters! Offers for BelieversStep III: Formalize10. Make it Official: Formalize! Reward! and Indoctrinate11. Power to the MassesStep IV: Maintain12. Sticking with Change: Employee! Market! and Cultural Maintenance13. Reaping the Benefits of Change

Autorentext

Gregory S. Carpenter, Gary F. Gebhardt, and John F. Sherry, Jr.

Klappentext

Based on a multi-year study with several large companies, Resurgence reveals how some of the most interesting and notable brands in the world have managed to stage remarkably successful comebacks following periods of decline. The core of this book is a smart, simple four-part framework for reinvention, plus compelling advice distilled for general business readers. Yet,it also features fascinating, insider accounts of the change process, with stories from a core group of leaders at companies such as Motorola, Alberto Culver, Harley-Davidson, and others, as they considered the question: How do we reinvent a firm that does not recognize the need for radical change? Three top marketing experts bring a compelling wealth of experience and knowledge to the forefront as they were granted extensive access to the executives at these companies and track how each of these organizations look dramatically different as a result of its changed efforts.

Inhalt

1. The Beginning Step I: Recognize 2. My Name is Motorola and I Have a Problem: Recognizing the Need for Change 3. Teams Make Change: Building a Coalition Step II: Reinvent 4. A Vision for Change 5. Going Public 6. Walking the Talk 7. Dear Customer: Reconnecting with the Market 8. Collaborative Strategy Development and Implementation 9. Pink Slips for Dissenters, Offers for Believers Step III: Formalize 10. Make it Official: Formalize, Reward, and Indoctrinate 11. Power to the Masses Step IV: Maintain 12. Sticking with Change: Employee, Market, and Cultural Maintenance 13. Reaping the Benefits of Change