For too long, corporations have ignored culture-to their great
disadvantage. In "Chief Culture Officer", anthropologist and
consultant Grant McCracken reintroduces culture to bottom-line
business plans. Culture is an essential piece of the intelligence
an organisation needs in a turbulent world. And you''d think we
would have found a way to factor it in to the decisions make by an
organisation. Far from it. Corporations have an alphabet soup of
executives - CEOs, CMOs, CSOs, CIOs, CTOs - but no one to deal with
culture. Instead, they''ve chosen to outsource their understanding
of culture to trend hunters, cool watchers, marketing experts,
consulting firms, and, sometimes, their interns. Grant McCracken,
an anthropologist who trains some of the world''s biggest companies
and consulting firms, argues that every company needs a Chief
Culture Officer - that''s how important an understanding of culture
has become. The CCO would keep a finger on the pulse of both
contemporary cultural trends but also try to develop a real
understanding of the deep waves that move American and world
culture much more broadly. In "Chief Culture Officer", McCracken
shows companies how to train CCO''s, how to profit through using
them, and ultimately why it''s essential to have them.
關於作者：
Grant McCracken is a Research Affiliate with MIT''s Convergence
Culture Consortium. He earned his PhD in anthropology at the
University of Chicago and has taught at Cambridge University; the
Institute of Contemporary Culture, at the Royal Ontario Museum;
McGill University; and the Harvard Business School. He consults
with a broad array of companies, including Campbell Soup, Coke,
L''Oreal, HP, and the Children''s Television Workshop. He has written
seven academic books and speaks widely at events like Pop!Tech. He
lives in Rowayton, Connecticut with his wife.
目錄：
Introduction
Getting Past Guru: Being Steve Jobs
Stealth COOs
Culture Fast and Slow
Status and Cool
Producers and Consumers
Building a Secret Sneaker Store
How-To
Philistines
Conclusion
BONUS FEATURE A
BONUS FEATURE B
ACKNOWLEDGM ENTS
NOTES
INDEX
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