{"product_id":"chief-culture-officer-grant-mccracken-9780465022045","title":"Chief Culture Officer: How to Create a Living, Breathing Corporation","description":"\u003cb\u003eTrenchantly on point and bursting with insight, anthropologist Grant McCracken shows American corporations how keeping a finger on the pulse of contemporary cultural trends can change their business practices for the better -- and ahead of the curve.\u003c\/b\u003e \u003cp\u003e\u003c\/p\u003e Levi-Strauss, the jeans and apparel maker, missed out on the hip-hop trend. They didn't realize that those kids in baggy jeans represented a whole new -- and lucrative -- market opportunity, one they could have seen coming if they had but been paying attention to the shape of American culture.\u003cbr\u003e Levi Strauss isn't alone. Too many corporations outsource their understanding of culture to trend hunters, cool watchers, marketing experts, consulting firms, and, sometimes, teenage interns. The cost to Levi-Strauss was a billion dollars. The cost to the rest of corporate America is immeasurable. \u003cp\u003e\u003c\/p\u003e The lesson? The American corporation needs a new professional. It needs a Chief Culture Officer. \u003cp\u003e\u003c\/p\u003e Grant McCracken, an anthropologist who now trains some of the world's biggest companies and consulting firms, argues that the CCO would keep a finger on the pulse of contemporary cultural trends-from sneakers to slow food to preppies-while developing a systematic understanding of the deep waves of culture in America and the world. The CCO's professionalism would allow the corporation to see coming changes, even when they only exist as the weakest of signals. \u003cp\u003e\u003c\/p\u003e Delightfully authoritative, trenchantly on point, bursting with insight and character, \u003ci\u003eChief Culture Officer\u003c\/i\u003e is sure to expand your horizons-and your business.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Grant McCracken\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0465022049\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780465022045\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Basic Books\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 05\/10\/2011\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 272\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.55lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.00h x 5.10w x 0.80d","brand":"Grant McCracken","offers":[{"title":"Paperback","offer_id":44052076790015,"sku":"9780465022045","price":24.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_7e18a687-2697-442b-8fd3-ff8caa6161fc.jpg?v=1685016824","url":"https:\/\/www.whiterainbookhouse.com\/products\/chief-culture-officer-grant-mccracken-9780465022045","provider":"WR Book House","version":"1.0","type":"link"}