媒体评论
Starred Review. McCracken (Flock and Flow), a researchaffiliate at Convergence Culture Consortium at MIT, argues thatevery company needs a chief cultural officer to anticipate culturaltrends rather than passively waiting and reacting. CCOs should havethe ability to process massive amounts of data and spot crucialdevelopments among an array of possibilities; they will be able tosee the future coming, no matter which industry they serve, andcreate value for shareholders, move product, create profit andincrease the bottom line. McCracken provides an impressive list ofindividuals deeply connected and in tune with the zeitgeistincluding Steve Jobs, A.G. Lafley, Mary Minnick, Joss Whedon andJohnny Depp—who fought Disney in order to create a campy male leadin the Pirates of the Caribbean movie—as well as suchcorporations as Starbucks and Nike that have refashioned culture.McCracken"s case is persuasive, and his book, peppered with popculture references and enlivened by his restlessly inquisitivenature (and ability to strike up conversation with just aboutanyone), makes for enlightening and entertaining reading.(Dec.)
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目录
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
内容介绍
For too long, corporations have ignored culture-to their greatdisadvantage. In "Chief Culture Officer", anthropologist andconsultant Grant McCracken reintroduces culture to bottom-linebusiness plans. Culture is an essential piece of the intelligencean organisation needs in a turbulent world. And you"d think wewould have found a way to factor it in to the decisions make by anorganisation. Far from it. Corporations have an alphabet soup ofexecutives - CEOs, CMOs, CSOs, CIOs, CTOs - but no one to deal withculture. Instead, they"ve chosen to outsource their understandingof 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 companiesand consulting firms, argues that every company needs a ChiefCulture Officer - that"s how important an understanding of culturehas become. The CCO would keep a finger on the pulse of bothcontemporary cultural trends but also try to develop a realunderstanding of the deep waves that move American and worldculture much more broadly. In "Chief Culture Officer", McCrackenshows companies how to train CCO"s, how to profit through usingthem, and ultimately why it"s essential to have them.
作者介绍
Grant McCracken is a Research Affiliate with MIT"s ConvergenceCulture Consortium. He earned his PhD in anthropology at theUniversity of Chicago and has taught at Cambridge University; theInstitute of Contemporary Culture, at the Royal Ontario Museum;McGill University; and the Harvard Business School. He consultswith a broad array of companies, including Campbell Soup, Coke,L"Oreal, HP, and the Children"s Television Workshop. He has writtenseven academic books and speaks widely at events like Pop!Tech. Helives in Rowayton, Connecticut with his wife.
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