Aesthetics and Style in Strategy PDF Download

Author: Gino Cattani
Publisher: Emerald Group Publishing
ISBN: 1800432364
Category : Business & Economics
Languages : en
Pages : 348

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Book Description
This book contains an Open Access chapter This volume is the first systematic survey of the interface between the aesthetic and strategic domains. The “aesthetic” turn in strategy encompasses the use of aesthetic features and style to create value, as well as the ways in which the useful and the beautiful can be brought together.

Author: Gino Cattani
Publisher: Emerald Group Publishing
ISBN: 1800432380
Category : Business & Economics
Languages : en
Pages : 216

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Book Description
This book contains an Open Access chapter This volume is the first systematic survey of the interface between the aesthetic and strategic domains. The “aesthetic” turn in strategy encompasses the use of aesthetic features and style to create value, as well as the ways in which the useful and the beautiful can be brought together.

Author: Bernd Schmitt
Publisher: Simon and Schuster
ISBN: 0684867508
Category : Business & Economics
Languages : en
Pages : 555

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Book Description
There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output -- its "look and feel" -- to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell "the memorable experience." The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics." Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the authors explain how actual companies have developed, refined, and maintained distinct corporate identities that set them apart from competitors.

Author: Virginia Postrel
Publisher: Harper Collins
ISBN: 0061852864
Category : Business & Economics
Languages : en
Pages : 273

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Book Description
Whether it's sleek leather pants, a shiny new Apple computer, or a designer toaster, we make important decisions as consumers every day based on our sensory experience. Sensory appeals are everywhere, and they are intensifying, radically changing how Americans live and work. The twenty-first century has become the age of aesthetics, and whether we realize it or not, this influence has taken over the marketplace, and much more. In this penetrating, keenly observed book, Virginia Postrel makes the argument that appearance counts, that aesthetic value is real. Drawing from fields as diverse as fashion, real estate, politics, design, and economics, Postrel deftly chronicles our culture's aesthetic imperative and argues persuasively that it is a vital component of a healthy, forward-looking society. Intelligent, incisive, and thought-provoking, The Substance of Style is a groundbreaking portrait of the democratization of taste and a brilliant examination of the way we live now.

Author: Colin Martindale
Publisher: Routledge
ISBN: 1351844547
Category : Psychology
Languages : en
Pages : 238

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Book Description
In this book, well-known scholars describe new and exciting approaches to aesthetics, creativity and psychology of the arts, approaching these topics from a point of view that is biological or related to biology and answering new questions with new methods and theories. All known societies produce and enjoy arts such as literature, music and visual decoration or depiction. Judging from prehistoric archaeological evidence, this arose very early in human development. Furthermore, Darwin was explicit in attributing aesthetic sensitivity to lower animals. These considerations lead us to wonder whether the arts might not be evolutionarily based. Although such an evolutionary basis is not obvious on the face of it, the idea has recently elicited considerable attention. The book begins with a consideration of ten theories on the evolutionary function of specific arts such as music and literature. The theory of evolution was first drawn up in biology, but evolution is not confined to biology: genuinely evolutionary theories of sociocultural change can be formulated. That they need to be formulated is shown in several chapters that discuss regular trends in literature and scientific writings. Psychologists have recently rediscovered the obvious fact that thought and perception occur in the brain, so cognitive science moves ever closer to neuroscience. Several chapters give overviews of neurocognitive and neural network approaches to creativity and aesthetic appreciation. The book concludes with two exciting describing brain-scan research on what happens in the brain during creativity and presenting a close examination of the relationship between genetically transmitted mental disorder and creativity.

Author: Lee A. Jacobus
Publisher: Oxford University Press on Demand
ISBN: 9780195078374
Category : Language Arts & Disciplines
Languages : en
Pages : 254

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Book Description
Ideal for courses in advanced composition, Substance, Style, and Strategy offers a comprehensive guide to develop effective writing in every student. It enables students to form a personal style, to write about issues that are substantial and meaningful, and to use a range of strategies for solving writing problems of all kinds. Recognizing that students often require basic reminders of elementary stylistic principles, the book begins with a review in the first chapter, "Developing a Personal Style," that brings writers up to speed in standard skills. It discusses issues of subject, audience, style, and the writing process. Following chapters examine not only the types of essay writing students must do in college but also ways of writing that will be useful to them as developing writers later in life. The author presents workable, direct, and useful strategies for writing effective personal, biographical, argumentative, familiar, and critical essays. Each essay form is discussed in detail and illustrated through examples that are analyzed in depth; these examples are illuminating and instructive because they offer ways of solving problems that all writers confront. The text concludes with a practical appendix on research materials that outlines the most useful research strategies for modern writers, discussing both print resources and new on-line resources such as Lexis-Nexis, CD-ROM on-line databases and services, and the World Wide Web. Substance, Style, and Strategy stimulates students to develop their thoughts and feelings in skillful, meaningful, and expressive prose, providing them with a thorough grounding in how to be writers for life.

Author: Jerrold Levinson
Publisher: Oxford University Press
ISBN: 9780199279456
Category : Art
Languages : en
Pages : 844

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Book Description
'The Oxford Handbook of Aesthetics' has assembled 48 brand-new essays, making this a comprehensive guide available to the theory, application, history, and future of the field.

Author: Pauline Brown
Publisher: HarperCollins
ISBN: 0062883313
Category : Business & Economics
Languages : en
Pages : 223

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Book Description
Longtime leader in the luxury goods sector and former Chairman of LVMH Moët Hennessy Louis Vuitton North America reinvents the art and science of brand-building under the rubric of Aesthetic Intelligence. In a world in which people have cheap and easy access to most goods and services, yet crave richer and more meaningful experiences, aesthetics has become a key differentiator for most companies and a critical factor of their success and even their survival. In this groundbreaking book, Pauline Brown, a former leader of the world’s top luxury goods company and a pioneer in identifying the role of aesthetics in business, shows executives, entrepreneurs, and other professionals how to harness the power of the senses to create products, services, and experiences that stand out, resonate with their customers, and create long-term value for their businesses. The power is rooted in Aesthetic Intelligence—or “the other AI,” as Brown refers to it. Aesthetic Intelligence can be learned. Indeed, people are born with far more capacity than they use, but even those that are naturally gifted must continue to refine their skills, lest their aesthetic advantage atrophy. Through a combination of storytelling and practical advice, the author shows how aesthetic intelligence creates business value and how executives, entrepreneurs and others can boost their own AI and successfully apply it to business. Brown offers research, strategies and practical exercises focused on four essential AI skills. Aesthetic Intelligence provides a crucial roadmap to help business leaders build their businesses in their own authentic and distinctive way. Aesthetic Intelligence is about creating delight, lifting the human spirit, and rousing the imagination through sensorial experiences.

Author: Albert Piaget
Publisher: Youcanprint
ISBN:
Category : Business & Economics
Languages : en
Pages : 146

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Book Description
Truly delight costumers and differentiate his own business... ...very business leader has to deal with it. If you're a business leader, you probably know exactly how these target can become difficult to reach. But there's a way to that: Aesthetic Intelligence (AI) In additional to traditional and emotional intelligence, great leaders also need to develop Aesthetic Intelligence or AI. It is not easy to give a definition of Aesthetic Intelligence. This means knowing what good taste is and thinking about how your services and products stimulate all five senses to create delight. However it is not about design, although design is important. It is not about beauty, because sometimes aesthetics can be less than beautiful, at least in the conventional definition of beauty, but still utterly compelling, exciting, and pleasurable. This particular type of topic has to be explained by a good and simple guide. That's why "Aesthetic Intelligence: a Complete Guide to Help Business Leaders Build Their Business in Their Own Authentic and Distinctive Way" was created by Albert Piaget. Here's what you'll find inside the guide: the Aesthetic advantage the use of senses interpreting and reinterpreting personal style the art of curating the future of Aesthetics ...and much more! Scroll up and add to cart "Aesthetic Intelligence" by Albert Piaget!

Author: Paolo Quattrone
Publisher: Routledge
ISBN: 1136664998
Category : Business & Economics
Languages : en
Pages : 300

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Book Description
Organizations rely extensively upon a myriad of images and pictorial representations such as budgets, schedules, reports, graphs, and organizational charts to name but a few. Visual images play an integral role in the process of organizing. This volume argues that images in organizations are ‘performative’, meaning that they can be seen as performances, rather than mere representations, that play a significant role in all kind of organizational activities. Imagining Organizations opens up new ways of imagining business through an interdisciplinary approach that captures the role of visualizations and their performances. Contributions to this volume challenge this orthodox view to explore how images in business, organizing and organizations are viewed in a static and rigid form. Imagining Business addresses the question of how we visualize organizations and their activities as an important aspect of managerial work, focusing on practices and performances, organizing and ordering, and media and technologies. Moreover, it aims to provide a focal point for the growing collection of studies that explore how various business artifacts draw on the power of the visual to enable various forms of organizing and organizations in diverse contexts.