Market Rebels by Hayagreeva Rao
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Market Rebels
By Hayagreeva Rao

Market Rebels

How Activists Make or Break Radical Innovations

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Format: Hardback

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Market Rebels by Hayagreeva Rao

Book 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.

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Book Details

ISBN: 9780691134567
ISBN-10: 0691134561
Format: Hardback
(216mm x 140mm x 25mm)
Pages: 216
Imprint: Princeton University Press
Publisher: Princeton University Press
Publish Date: 1-Dec-2008
Country of Publication: United States

Books By Author Hayagreeva Rao

Scaling up Excellence by Hayagreeva Rao Scaling up Excellence, Paperback (August 2016)

Scaling up excellence is the key to creating a great organisation. Drawing on case studies that range from Silicon Valley enterprises to non-profit organisations, the authors provide crucial insights into corporate cultures, both good and bad, and offer a road map for establishing and stimulating excellence.

» View all books by Hayagreeva Rao


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Author Biography - Hayagreeva Rao

Hayagreeva Rao is the Atholl McBean Professor of Organizational Behavior and Human Resources at Stanford University's Graduate School of Business.

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Scaling up Excellence by Hayagreeva Rao
Scaling Up Excellence by Hayagreeva Rao
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