Market rebels: (Record no. 7011)

MARC details
000 -LEADER
fixed length control field 02446nam a22002177a 4500
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20240709104726.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
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020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780691134567
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 303.484
Item number RAO
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Rao, Hayagreeva
245 ## - TITLE STATEMENT
Title Market rebels:
Remainder of title how activists make or break radical innovations
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc. Princeton
Name of publisher, distributor, etc. Princeton University Press
Date of publication, distribution, etc. 2009
300 ## - PHYSICAL DESCRIPTION
Extent xiii, 205 p.
365 ## - TRADE PRICE
Price type code USD
Price amount 24.95
520 ## - SUMMARY, ETC.
Summary, etc. 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.<br/><br/><br/>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.<br/><br/><br/>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.<br/><br/><br/>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.<br/><br/><br/>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.<br/>(https://press.princeton.edu/books/hardcover/9780691134567/market-rebelsSocial movementsSocial movements)
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Social movements
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Social action
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Social change
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Capitalism - Social aspects
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type Book
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Home library Current library Shelving location Date acquired Source of acquisition Total Checkouts Full call number Accession Number Date last seen Copy number Cost, replacement price Price effective from Koha item type
    Dewey Decimal Classification     Finance & Accounting Indian Institute of Management LRC Indian Institute of Management LRC General Stacks 07/05/2024 Gratis Book   303.484 RAO G00254 07/05/2024 1 2083.30 07/05/2024 Book

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