Aaron C. T. Smith Livres

Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport's leading brands. Based on the transferable lessons that emanate from these practices, Brand Fans explores and illuminates how firms can cultivate connected fans and lifelong advocates, while building brand equity exponentially in the process. This is a book that will appeal to scholars and practitioners alike, as well as anyone fascinated by modern marketing, consumer relationships and branding. Inhaltsverzeichnis Chapter 1 Introduction Crowdsourcing Brand Equity.- Chapter 2 Pitch Partners Customers as Players and Collaborators.- Chapter 3 Unlimited Users: The Rise of Consumer-Generated Content.- Chapter 4 Connected Communities Icons and Tribalism.- Chapter 5 Passionate Partisans Lifelong Loyalty.- Chapter 6 Dynamic Data Branding the Digital Drive.- Chapter 7 Enhanced Experiences Enlisting the Fanatic.- Chapter 8 Conclusion Future Brand Fans.

Focusing on the diverse philosophies surrounding organizational change, this revised edition provides a critical analysis of twelve unique approaches, exploring their assumptions and implications. It aims to clarify conflicting perspectives and offers insights into both research and practical applications. The book serves as a comprehensive analytical toolkit, helping readers navigate the complexities of change in today's disruptive environment. It is particularly beneficial for scholars, MBA and DBA students, and undergraduates grappling with organizational theory debates.

Focusing on the evolving landscape of the sports industry, this book explores how technological advancements and social media are reshaping opportunities within sport enterprises. It offers insights for sports business scholars through case studies of innovative companies and inspirational leaders, highlighting the importance of fostering a culture of innovation. The authors provide strategies for sustainability and competitiveness, guiding organizations to thrive in the dynamic global sports market.

Exploring the intricate dynamics of belief change, this book delves into how beliefs shape human aspirations across various aspects of life, including career, health, and identity. It reveals the cognitive mechanisms that allow certain ideas to resonate deeply, influencing our thoughts and behaviors. By examining the interplay between desires and beliefs, it highlights how beliefs can transform our understanding of meaning and self-identity, offering insights into the fundamental processes that govern our mental landscape.

Based on research findings and detailed, original cases, this book charts the new innovation imperative, where organizations must deliver on dual goals: an efficient return on current operations, and a burgeoning pipeline of new products. It argues that the two pursuits cannot be achieved through a bland compromise, or by switching priorities back and forth. Only a ‘dual’ organization capable of amplifying the tension can optimize efficiency while seeding innovation. Reinventing Innovation examines the nature of dual organizing, presents a series of in-depth cases to reveal its principles, and explains how to fortify organizations with ‘ambidexterity’ capabilities. Ideal for tertiary students, academics, and practitioners, Reinventing Innovation contains a rich balance of theoretical principles, case insights, and practical guidance.