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Thought leadership : prompting businesses to think and learn /
"Thought leadership consists of companies establishing a relationship with and delivering something of value to their customers that aligns with their brand and company value. In the process they go beyond merely selling a product or service and establish their brand and company as the expert i...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London :
Kogan Page,
2013.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- The essence of this book; What it's about; Why it's important; The evidence; A word on terminology; My personal bias; 01 What on earth is Thought Leadership?; Introduction; Initial description; Case study Philips centres on health and well-being; Different types of Thought Leadership; Anatomy of an idea process re-engineering; Related concepts: it's not really ... ; Case study McKinsey gives back; Towards a definition; Summary; 02 Who has used it before? Thought leadership in business history; Introduction; Boulton & Watt use Thought Leadership to start a revolution.
- William Lever uses Thought Leadership to clean upRobert Woodruff uses Thought Leadership to help Coca-Cola grasp the 'American century'; Bernays uses Thought Leadership as 'business propaganda' to help kick-start capitalism and consumerism; Anatomy of an idea globalization comes around again; The Western business world becomes enamoured with ideas; Silicon Valley uses Thought Leadership to hype tech stocks; Businesses develop organizational competence in Thought Leadership; Summary; 03 Where does Thought Leadership come from?; Introduction; First a word on purpose and audience.
- So where does it come from?Case Study IBM's Institute for business value: how to convert Thought Leadership research into revenue; Anatomy of an idea TQM takes off; Crafting and honing candidate ideas; Case study Baines Simmons diffuses Thought Leadership into the aviation industry; Summary; 04 Components of success and failure; Introduction; How Thought Leadership works; The 'dos': elements of success; Case study Russell Reynolds Associates uses Thought Leadership to hunt; Anatomy of an idea shareholder value (SV); The 'don'ts': constraints and failures.
- So, what, then, are the components of good Thought Leadership?Case study Fujitsu applies Jissen-chi; Summary; 05 Communicating and disseminating Thought Leadership; Introduction; First a word on creating and managing the message; The communication methods that have spread Thought Leadership; Case study Richard Susskind thinks on his own; Anatomy of an idea natural beauty: Unilever challenges the beauty myth; Managing the creative content of Thought Leadership programmes; CASE STUDY A leading PR specialist thinks about leaders; Planning the integration of these communication methods and issues.