Search results for ""Archetype""
Harvard Business Review Press Conquering the Chaos: Win in India, Win Everywhere
India is back! With the country's general elections in 2014 resulting in a government formed by a new political party, the Bharatiya Janata Party, led by a business-friendly prime minister, Narendra Kumar Modi, the world's largest democracy is once again on the minds of business leaders the world over. The renewal of interest in India is all the greater because of what's happening in neighboring China. For over thirty years, China was the growth engine for many Western multinational companies, but the combination of a slowing economy, rising wages, and increasing political risk has most companies looking for the next China. No other country is better positioned to play that role than India. In the short term, though, India will remain a challenging market, with a well-deserved reputation for corruption, uncertainty, and stultifying bureaucracy. Those hurdles are unlikely to go away soon. Yet India may be on the verge of unprecedented growth. Can you afford to wait or should you plunge into this complex market today? What does it really take to win there? How do executives deal with India's volatility, uncertainty, and intense competition--and even prosper from it? Ravi Venkatesan, the former Chairman of Microsoft India and Cummins India, offers expert advice on how your company can overcome the unique challenges of the Indian market. He argues that India is in fact an archetype for most developing nations, many of which present similar challenges. Succeeding in India is important not just because it is a big market but also because it is a litmus test for your corporation's ability to succeed in other emerging markets. If you can win in India, you should be able to win anywhere. Hard as these frontier markets are, Venkatesan argues, the bigger hurdle may well be the internal culture and mind-set at a multinational's headquarters. The unwillingness to make a long-term commitment or to adequately trust local leadership, combined with the propensity to rigidly replicate the products, business models, and operating systems that have worked at home, drives many companies into a "midway trap." That often results in India remaining an irrelevantly small contributor to the company's global growth and profits. Combining personal experience and in-depth interviews with CEOs and senior leaders at dozens of companies--including Microsoft, GE, JCB, Dell, Honeywell, Volvo, Bosch, Deere, Unilever, and Nestle--Venkatesan shows you how to tackle political changes, policy uncertainty, and corruption and thrive in India. He proves that you can break through, but it takes a very different type of leadership, both locally and at corporate headquarters. If you want to succeed in the twenty-first century, you must succeed in emerging markets. This practical book, written by one of India's most respected CEOs, gives you the keys to win in India, other emerging markets, and, indeed, globally.
£22.00
Edition Axel Menges Spaces Inspired by Nature
Book & CD. Husain Lehri, the director of Super Book House, approached Yashwant Pitkar, teaching at the Sir J J College of Architecture in Mumbai, to bring out a book on a contemporary Indian architect whose approach is different from the run of the mill. Pitkar had no hesitation in choosing Shirish Beri who in a career spanning almost forty years has built works ranging from private residences to educational complexes and large public projects across India. As it turned out, this book is the result of an extensive collaboration between Lehri, Piktar and Beri -- Pitkar describes the process of making the book as one of slow and deep unfolding. What is most interesting about this book is its structure. Interspersed with the projects are Beri's written and sketched expressions. Each set of two projects is bookended by his illustrated essays and poetry. The essays are more like collections of rambling thoughts, posers and anecdotes -- seeking connections between nature, art, architecture, and life. There is a seamless rhythm set up in the book that constantly keeps the reader acquainted with the architect's outer manifestations in form of his buildings and his inner thought processes, integral to that creation. The opening essay, "Working with Wature ... Towards Sustainability" sets a tone towards not just architecture but life in general. Beri asks whether man's relationship with nature could become a universal archetype for a sustainable future. He advocates an approach towards architecture that grows out from the place and its spirit rather than imposed technocratic solutions. The book features about a dozen projects in greater detail, well illustrated with clear drawings, evocative sketches and excellent photographs accompanied by the architect's own analysis of the design process and governing concerns in each project. The opening section of the book contains a note by B V Doshi and a foreword by Christopher Charles Benninger who was Beri's mentor when he was a student at the CEPT in Ahmedabad. The Hirwai Farmhouse in Nathawade for himself, one of his earliest projects, is perhaps the best example of his avowed philosophy: spaces inspired by nature. The Sanjeevan Primary School and the Laboratory for the Conservation of Endangered Species at Hyderabad display Beri's playful and unconventional approach towards space organisation which is at once in harmony with the site's topography and natural features. Projects such as the Dharwad Engineering College or the Computational Mathematics Laboratory in Pune display a nuanced sense of structure, construction and meticulousness towards detail. In the closing section of the book there is an exhaustive list of projects with thumbnails giving a good idea of the full range of the architect's work. Accompanying the book is a CD titled "The Unfolding White: Shirish Beri's search for wholeness.
£44.91
McGraw-Hill Education - Europe The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
This book describes a system of meaning management, the first-ever systematic approach to successful brand meaning. 'This book illuminates the most ancient grooves in our mental architecture, which Carol Jung described as "archetypes", and shows how they can be employed to bring meaning and profit to a brand. There is a nascent power here, which, if understood correctly, can bring a rare vitality to a brand or a corporation' - From the Foreward by Alex Kroll former Creative Director, CEO and Chairman of Young & Rubicam. Some brands are so extraordinary that they become larger-than-life, symbolic of entire cultures, and used and admired by consumers the world over. But in spite of all the books and banter about branding, few companies come even close to developing iconic identities for their brands. New Internet brands are being born every minute, with lots of flash and fanfare, but often with no real human connection to make them truly relevant.At the same time, mature brands are diluting their identities in an attempt to respond to shifting trends, while other others attempt to graft meaning onto products in artificial and ineffectual ways. As a result, millions of advertising and promotional dollars are being squandered. Understanding and leveraging archetypal meanings - that is, finding the soul of your brand and then expressing it in ways that tap into universal feelings and instincts - are key prerequisites to effective marketing in today's intensely competitive and complex environment. Archetypes - which can be found in reoccurring patterns in art, literature, myth and fables - show us the way. Carol Pearson and Margaret reveal that when these deep psychic imprints are understood and employed, brands not only gain meaning, but companies can also gain market share and increase shareholder value. Yet, until now, no system has been available to help guide the management of archetypal meaning.Best-selling author Carol Pearson has spent 30 years developing systematic psychological frameworks and applying and field-testing them in business and educational settings. Margaret Mark is the strategist behind many of today's most enduring and successful brands, from AT&T and Kraft Foods to General Motors and Madison Square Garden. Together, Mark and Pearson have created the first systematic methodology for leveraging archetypal meanings to build successful brands. In an easily accessible way, "The Hero and the Outlaw" offers a clearly structured system that all business and marketing professionals can follow and replicate.After presenting the compelling concept of archetypal meaning, the authors demonstrate specific methods for implementing this concept into real-world setting, including: how to understand the deep meaning of your product category and "claim" it for your brand, how to assess the competitive landscape from an archetypal perspective, how to connect with customers more deeply, and how to tell your brand's story in a way that echoes the most enduring and beloved story patterns, the world over. Readers will learn how to strip away surface information to discover the deeper core meanings that can make a product, service, or organization a winning brand.Illuminating the untapped potential underlying every stage of the marketing mix, the authors also show how the brand story begins with the product itself, and can be communicated not only in the advertising, but also in event marketing, public relations, organizational culture/policies, and philanthropic efforts. Such efforts flow naturally when a company knows its core values and lives the great story of the archetype that embodies them. The books' fascinating culmination puts it all together with an illumination of how the deep meaning of a product category, itself can inspire a unique and compelling brand identity. This final chapter also shows how products can be effectively marketed in ways that reinforce positive potentials within customers and the society as a whole - and generally, do no harm.A first in business literature, "The Hero and The Outlaw" offers both a fascinating examination of those few extraordinary brands that have already achieved archetypal status, as well as a sound and proven methodology readers can use to achieve their own iconic brand identity - an identity that will withstand the test of time, cross lifestyle and cultural boundaries, and translate into exceptional success. 'For those wise enough to use this system, the outcome will be consistently more powerful brands and higher ROI. I have seen it applied, and it works every time' - Peter Georgescu, Chairman Emeritus, Young & Rubicam.'Mark and Pearson are true humanists. They apply their understanding of common psychic experiences in the unlikely arena of advertising, and then expertly guide marketers to manage their brands' meaning to maximize their commercial effectiveness without causing negative social effects' - Ruth Wooden, President of the National Parenting Association and former ten year President of the Advertising Council.'This provocative and insightful book could and should revolutionize the world of marketing' - Margaret Wheatley, best-selling author, "Leadership and the New Science" and co-author, "A Simpler Way". 'What a great concept! Anyone with a genuine interest in marketing and branding will find this provocative and enlightening book extremely valuable' - Bob Wehling, Global Marketing Officer, Proctor & Gamble. '"The Hero and the Outlaw" will soon become the guiding light, the port in the storm, that will make our meandering and lengthy creative journey light years faster. I only wish it had been written years earlier' - Linda Kaplan Thaler, President and CEO, The Kaplan Thaler Group. 'It reads with the fascination of fiction, and it provides a last remaining hope for managing any meaningful brand differentiation in the marketplace today' - Arlene Brickner, Vice President Creative Services and Public Relations, Coach.
£24.29