What is the purpose of a business? In what ways does a business create value and whom does it really serve? This book shows business leaders how to assess a company's performance, adopt a socially responsible approach to doing business and embark on a path of long-term growth.
What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.
Analyzing companies and new markets, identifying potential pitfalls and overlooked values, crunching numbers and meeting the local players, this title shows even the most casual investor how to view investing abroad, how to devise a global investment strategy, and the pros and cons of buying individual stocks or mutual funds.