Corporate Religion - Softcover

Kunde, Jesper; Cunningham, B.J.

3.53

38 ratings by Goodreads

Softcover

ISBN 10: 0273661116 ISBN 13: 9780273661115

Publisher: Pearson Education Ltd, 2002

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The aim is to unite everything in a Corporate Religion. A religion that brings together the internal company and the external market in a shared, connected flow of understanding. CORPORATE RELIGION is about building a strong market position in a world where consumers no longer demand simply the product, but reliable companies and brands. The winners of the future will be those corporations who can handle the consequences of this change and implement strategies revealed in this book. It's about a shared vision and the courage to believe in a Corporate Religion. "Management has to unite the organisation around a strong idea, a shared vision, and then manage accordingly. That makes tough demands. In the company of the future there will only be space for believers. Dissenters must look elsewhere." It's about leadership and what is required for winning in the market place of the future. "Employees have the right to a leader who will stand at the front and lead them into the future. A leader who dares to believe, because without belief, it is impossible to have an opinion about the future." It's about internal-external integration, creating a bond between the internal culture and the external positioning, to consolidate the chosen market position. "Companies can be seen like people. The important factors are: how we perceive ourselves, how others perceive us and how we want to be perceived by others. The more integrated the three perspectives, the stronger and more consistent we are." And it's about how to implement the idea in the company. "I provide a number of models, 12 cases and a "timetable" explain how you set the process in motion. You cannot build a strong corporate religion without having strong working tools." In the future, building strong market positions will be about building companies with a strong personality and corporate soul.

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From the Back Cover:

Building tomorrow's market leaders: companies with a soul. Building companies with self-worth and belief: the 21st century's key success factors. Building brands "from the heart." How the leaders are doing it: from Virgin to Starbucks, McDonald's to Harley-Davidson. In the future, building market leadership will be about building companies with a strong personality -- a corporate soul, if you will. To survive, companies must be authentic: they must grow brands from the heart. In Corporate Religion, one of Europe's fastest-rising marketing gurus shows you how. Corporate Religion is about building a strong market position in a world where consumers no longer demand simply a product, but reliable companies and brands. It's about finding the courage to believe in a strong idea and shared vision -- and manage accordingly. It's about what it takes to lead companies with such a vision -- and how to share that vision with the world. Jesper Kunde doesn't just exhort: he presents 12 detailed case studies and a timetable you can use to set the process in motion.

Jesper Kunde established Kunde & Company in 1988 and has helped it grow into one of Scandinavia's leading integrated advertising agencies.

About the Author:

The Author: Danish born Jesper Kunde, 42, is a Bachelor of Commerce. He worked for Carlsberg and the electronics company LK before he started the advertising agency Kunde & Co. with his partner Gaute HA A gh in 1988. Kunde & Co. has established itself as one of Scandinavia's largest intergrated advertising agencies, functioning as marketing and management consultants for major international companies including Bang & Olufsen, Bodum and Ecco. The Advocate: British born BJ Cunningham, 34, founded the Enlightened Tobacco Company PLC to manufacture and distribute his DEATHaA A brand of Cigarettes. In 1998 he joined with Jesper Kunde to open the London office of Kunde & Co. as Managing Partner. Kunde & Co. attaches special importance to strategic work for internationally oriented companies. The agency has a strong culture which has made Jesper Kunde and his company the subject of much discussion in Scandinavia, not least because of its adherence to Corporate Religion.

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