000			02446nam a22002177a 4500
005			20240709104726.0
008			240705b |||||||| |||| 00| 0 eng d
020			_a9780691134567
082			_a303.484 _bRAO
100			_aRao, Hayagreeva _917192
245			_aMarket rebels: _bhow activists make or break radical innovations
260			_aPrinceton _bPrinceton University Press _c2009
300			_axiii, 205 p.
365			_aUSD _b24.95
520			_aGreat 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. (https://press.princeton.edu/books/hardcover/9780691134567/market-rebelsSocial movementsSocial movements)
650			_aSocial movements _917193
650			_aSocial action _917194
650			_aSocial change
650			_aCapitalism - Social aspects
942			_2ddc _cBK
999			_c7011 _d7011