Dig Through Our Books

Title
Author
Keyword
Advanced Search
 
 
Gift Cards
Checkout a Gift Card


 




Bookmark and Share




 
Browse By Category

View Other Categories
 
 
 
Market Rebels: How Activists Make or Break Radical Innovations, Rao, Hayagreeva

Author Name    Rao, Hayagreeva

Title   Market Rebels: How Activists Make or Break Radical Innovations

Binding   Hardcover

Book Condition   Very Good

Publisher    Princeton University Press

ISBN Number    0691134561 / 9780691134567

Seller ID   SKU1002919

0691134561 Hardcover with no dust jacket. ~Very Good. Light shelf wear to covers/corners; satisfaction guaranteed.

Stock Description, May Not Reflect Item

Great individuals are assumed to cause the success of radical innovations--thus Henry Ford is depicted as the one who established the automobile industry in America. Hayagreeva Rao tells a different story, one that will change the way you think about markets forever. He explains how "market rebels"--activists who defy authority and convention--are the real force behind the success or failure of radical innovations.

Rao shows how automobile enthusiasts were the ones who established the new automobile industry by staging highly publicized reliability races and lobbying governments to enact licensing laws. Ford exploited the popularity of the car by using new mass-production technologies.

Rao argues that market rebels also establish new niches and new cultural styles. If it were not for craft brewers who crusaded against "industrial beer" and proliferated brewpubs, there would be no specialty beers in America. But for nouvelle cuisine activists who broke the stranglehold of Escoffier's classical cuisine in France, there would have been little hybridization and experimentation in modern cooking.

Market rebels also thwart radical innovation. Rao demonstrates how consumer activists have faced down chain stores and big box retailers, and how anti-biotechnology activists in Germany penetrated pharmaceutical firms and delayed the commercialization of patents.

Read "Market Rebels" to learn how activists succeed when they construct "hot causes" that arouse intense emotions, and exploit "cool mobilization"--unconventional techniques that engage audiences in collective action. You will realize how the hands that move markets are the joined hands of market rebels.

Price = 6.00 USD


Related items brought to you by the miracles of modern technology:
Open spaces : the life of American cities, August Heckscher
Open spaces : the life of American cities
August Heckscher
4.00 USD
Add to Book Bag

I Have Landed: The End of a Beginning in Natural History, Gould, Stephen Jay
I Have Landed: The End of a Beginning in Natural History
Gould, Stephen Jay
8.00 USD
Add to Book Bag

The King and the Cowboy: Theodore Roosevelt and Edward the Seventh, Secret Partners, Fromkin, David
The King and the Cowboy: Theodore Roosevelt and Edward the Seventh, Secret Partners
Fromkin, David
5.00 USD
Add to Book Bag

Beyond the Gap (Opening of the World), Turtledove, Harry
Beyond the Gap (Opening of the World)
Turtledove, Harry
6.00 USD
Add to Book Bag

The Dreamthief's Daughter: A Tale of the Albino, Moorcock, Michael
The Dreamthief's Daughter: A Tale of the Albino
Moorcock, Michael
4.00 USD
Add to Book Bag

The 5th Horseman (Women's Murder Club), James Patterson; Maxine Paetro
The 5th Horseman (Women's Murder Club)
James Patterson; Maxine Paetro
5.00 USD
Add to Book Bag

Princes of Victorian Bohemia, Hacking, Juliet
Princes of Victorian Bohemia
Hacking, Juliet
17.00 USD
Add to Book Bag

Walking to Mercury, Starhawk
Walking to Mercury
Starhawk
5.00 USD
Add to Book Bag

The Dorn Cookbook: A treasury of fine recipes from all around the world, Dorn, Frank
The Dorn Cookbook: A treasury of fine recipes from all around the world
Dorn, Frank
13.00 USD
Add to Book Bag

Subsistence U.S.A, Hill, Carol
Subsistence U.S.A
Hill, Carol
17.00 USD
Add to Book Bag

Requiem for a Woman's Soul, Rivabella, Omar
Requiem for a Woman's Soul
Rivabella, Omar
7.00 USD
Add to Book Bag

Rogue Star, Flynn, Michael F.
Rogue Star
Flynn, Michael F.
5.00 USD
Add to Book Bag

 


Questions, comments, or suggestions
Please write to lastwordbooks@gmail.com
Copyright©2015. All Rights Reserved.
Powered by ChrisLands.com

 

 

cookie