Chief Culture Officer: How to Create a Living, Breathing Corporation - creatorpdf.com
<b>Trenchantly on point and bursting with insight, anthropologist Grant McCracken shows American corporations how keeping a finger on the pulse of contemporary cultural trends can change their business practices for the better -- and ahead of the curve.</b><br /><br /> Levi-Strauss, the jeans and apparel maker, missed out on the hip-hop trend. They didn't realize that those kids in baggy jeans represented a whole new -- and lucrative -- market opportunity, one they could have seen coming if they had but been paying attention to the shape of American culture.<br /> Levi Strauss isn't alone. Too many corporations outsource their understanding of culture to trend hunters, cool watchers, marketing experts, consulting firms, and, sometimes, teenage interns. The cost to Levi-Strauss was a billion dollars. The cost to the rest of corporate America is immeasurable. <br /><br /> The lesson? The American corporation needs a new professional. It needs a Chief Culture Officer.<br /><br /> Grant Mc
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