Marking Enterprise: Business Success and Societal Embedding
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,...
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Based upon the experience of very successful and unconventional firms the authors put forward a new framework for linking strategy and positioning to social values and ways of living.
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
