Marking Enterprise: Business Success and Societal Embedding

Hardcover | December 12, 2006

byJean-Claude Thoenig, Charles WaldmanEditorYves Doz

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This new approach argues that many practices and postures in strategy, marketing and branding, and organisational management are neither appropriate nor efficient. Based upon their studies of extremely successful firms, the authors distinguish two main paths to success. One followed by "proactive markers" like Club Med, Ikea and Royal Canin consists of designing and creating new economic and societal "territories", not just market shares or brands, that fill societal voids. The other, followed by "reactive markers" like First Direct, Tesco, Wal-Mart and Dyson consists of addressing with great talents existing social values and ways of living. But this book does not only deliver a groundbreaking new analytical framework: it also gives practical clues to business practitioners on both avoiding pitfalls and taking adequate decisions while elaborating their marking discipline.

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This new approach argues that many practices and postures in strategy, marketing and branding, and organisational management are neither appropriate nor efficient. Based upon their studies of extremely successful firms, the authors distinguish two main paths to success. One followed by "proactive markers" like Club Med, Ikea and Royal ...

JEAN-CLAUDE THOENIG is a Senior Research Fellow at 'Dauphine Recherche en Management' (university of Paris Dauphine). He has been a professor at INSEAD for many years. A sociologist by training, his research and teaching cover issues linked to organization and policy-making management. His publication record makes him an international...

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Format:HardcoverDimensions:256 pages, 9.62 × 6.37 × 0.96 inPublished:December 12, 2006Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230001874

ISBN - 13:9780230001879

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Table of Contents

A Marking Self-Evaluation Grid: Is my Company a Good Marker? * Back to Basics * Marking: A First Cut * Proactive Marking: The Royal Canin Way * Reactive Marking: The Wal-Mart Way * Essence of Markings * The Right Mindset * Spoiling the Marking Process * Societal Embedding * Building and Governing a Territory * Organizing a Moral Community *Who Gets What From Marking * Executive Summary