- ホーム
- > 洋書
- > 英文書
- > Business / Economics
基本説明
Explains how "market revels" - activists who defy authority and convention - are the real force behind the success or failure of radical innovations.
Full Description
Great individuals are assumed to cause the success of radical innovations--thus Henry Ford is depicted as the one who established the automobile industry in America. Hayagreeva Rao tells a different story, one that will change the way you think about markets forever. He explains how "market rebels"--activists who defy authority and convention--are the real force behind the success or failure of radical innovations. Rao shows how automobile enthusiasts were the ones who established the new automobile industry by staging highly publicized reliability races and lobbying governments to enact licensing laws. Ford exploited the popularity of the car by using new mass-production technologies. Rao argues that market rebels also establish new niches and new cultural styles. If it were not for craft brewers who crusaded against "industrial beer" and proliferated brewpubs, there would be no specialty beers in America. But for nouvelle cuisine activists who broke the stranglehold of Escoffier's classical cuisine in France, there would have been little hybridization and experimentation in modern cooking. Market rebels also thwart radical innovation.
Rao demonstrates how consumer activists have faced down chain stores and big box retailers, and how anti-biotechnology activists in Germany penetrated pharmaceutical firms and delayed the commercialization of patents. Read Market Rebels to learn how activists succeed when they construct "hot causes" that arouse intense emotions, and exploit "cool mobilization"--unconventional techniques that engage audiences in collective action. You will realize how the hands that move markets are the joined hands of market rebels.
Contents
Preface ix Chapter 1: From the Invisible Hand to Joined Hands 1 Chapter 2: "You Can't Get People to Sit on an Explosion!": The Cultural Acceptance of the Car in America 18 Chapter 3: Evange-Ale-ists and the Renaissance of Microbrewing 43 Chapter 4: The French Revolution: Collective Action and the Nouvelle Cuisine Innovation 69 Chapter 5: Show Me the Money: Shareholder Activism and Investor Rights 95 Chapter 6: Chain Reaction: The Enactment and Repeal of Anti-Chain Store Laws 119 Chapter 7: Drug Wars: How the Anti-Biotechnology Movement Penetrated German Pharmaceutical Firms and Prevented Technology Commercialization 142 Chapter 8: From Exit to Voice: Advice for Activists 172 Notes 181 Index 197
