{"product_id":"market-rebels-hayagreeva-rao-9780691134567","title":"Market Rebels: How Activists Make or Break Radical Innovations","description":"\u003cp\u003eGreat 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. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e 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. \u003cp\u003e\u003c\/p\u003e 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. \u003cp\u003e\u003c\/p\u003e 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. \u003cp\u003e\u003c\/p\u003e Read \u003ci\u003eMarket Rebels\u003c\/i\u003e 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Hayagreeva Rao\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0691134561\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780691134567\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Princeton University Press\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 12\/21\/2008\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 216\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.90lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.60h x 5.90w x 1.00d\u003cbr\u003e\u003cbr\u003e\u003cb\u003eReview Citation(s): \u003c\/b\u003e\u003cbr\u003e\u003ci\u003ePublishers Weekly\u003c\/i\u003e 11\/24\/2008 pg. 49\u003cbr\u003e\u003ci\u003eChoice\u003c\/i\u003e 02\/01\/2010","brand":"Hayagreeva Rao","offers":[{"title":"Hardcover","offer_id":46372305436927,"sku":"9780691134567","price":24.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_baa5bd7c-3967-47fa-9c77-b1a72058f122.jpg?v=1732725582","url":"https:\/\/www.whiterainbookhouse.com\/products\/market-rebels-hayagreeva-rao-9780691134567","provider":"WR Book House","version":"1.0","type":"link"}