Bøger af Jan-Benedict Steenkamp

THIS BOOK TELLS the stories of twenty-five women, from the dawn of civilization to the present day, who bent the arc of history by what they did at the defining moment in their lives. At this critical juncture, they had a choice-taking the safe, or least risky, option-or challenging the status quo. They wielded the sword, seized political power, or challenged societal norms and laws-and transformed society contrary to all cultural dictates. Some women were virtual saints, others were more ruthless than any man of their age. One even instituted the first police state in history. These women all faced enormous odds. The social norms of their time were so pervasive and insular that every touchpoint in society bullied them as social media bullies women today-especially those who dare to be different-not for difference's sake, but to make a difference in their brief time on this planet. To the woman, they responded to challenges, setbacks, and disappointments by redoubling their efforts. We can learn from-and be inspired by-their lives and their grit, and their mistakes. To read their stories is to see ourselves anew.

What can today's corporate leaders learn from decisions of leaders who changed the course of world history? Jan Benedict Steenkamp, Knox Massey Distinguished Professor of Marketing, and one of the world's leading thinkers on global strategy and branding, is passionate about history, and his book offers important answers to that question.

Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.