The Rational Homo Psychologicus: Creating Thoughtful Businesses
Autor H. Y. Storyen Limba Engleză Hardback – 15 oct 2019
The author, a veteran brand strategy consultant, starts by decoding some of the most popular misconceptions in the field of brand management—Corporate Identity, Brand Valuation, and Positioning Theory. While the concepts are clarified and the functionality of brand management is redefined, the book further dissects that a key differentiation between businesses with lasting success and others is a thoughtful homo psychologicus mindset.
The methodology of developing thoughtful businesses will empower companies to make more visionary decisions for themselves and the economic ecosystem that we all rely upon. More thoughtful businesses could potentially create more thoughtful economies through their collective efforts.
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Specificații
ISBN-13: 9789813295025
ISBN-10: 9813295023
Pagini: 170
Ilustrații: XVII, 185 p. 4 illus., 2 illus. in color.
Dimensiuni: 148 x 210 mm
Greutate: 0.4 kg
Ediția:1st ed. 2020
Editura: Springer Nature Singapore
Colecția Palgrave Macmillan
Locul publicării:Singapore, Singapore
ISBN-10: 9813295023
Pagini: 170
Ilustrații: XVII, 185 p. 4 illus., 2 illus. in color.
Dimensiuni: 148 x 210 mm
Greutate: 0.4 kg
Ediția:1st ed. 2020
Editura: Springer Nature Singapore
Colecția Palgrave Macmillan
Locul publicării:Singapore, Singapore
Cuprins
1. The Rational Homo Psychologicus: A Fundamental Assumption Revisited.- 2. The Value of Thoughtfulness?.- 3. The Growth of the Homo Psychologicus – Optimization Theory as a Replacement for Positioning Theory.- 4. 1000 Hamlets in the Evaluation of the Homo Psychologicus.- 5. BHI: A New Evaluation Methodology.- 6. How to Enhance the Health of the Homo Psychologicus in Practice?.- 7. We, the Rational Homo Psychologicus.
Notă biografică
H. Y. Story is an independent consultant. She started her career in brand management at Landor Associates of WPP. She later became the office lead strategist and Strategy Director of Siegel + Gale, an Omnicom brand consulting firm. After serving clients such as Hewlett Packard Enterprise, Dell, P&G, Rotary Institute, J.Crew, she left the agency business to focus on methodology innovation and a new type of brand consulting, as introduced in this book.
She graduated from the Lew Klein College of Media and Communication (formerly School of Communications and Theater) of Temple University, USA, as one of the youngest Ph.D.s in the history of the College. Prior to that, she obtained her Master’s degree from the London School of Economics. She has lived in nine cities in five time zones.
Textul de pe ultima copertă
This is a challenger book. It systematically modifies the assumptions of the homo economicus and homo sociologicus by constructing a deeper foundation of human and corporate personhood. The new theory of homo psychologicus probes into a long-forgotten common sense: humans are rationally irrational homo psychologicus, as are companies. The homo psychologicus state of people and companies, or the desire of realizing who we are and who we are not, lays the foundation for our decisions on profits and stakeholder relationships.
The author, a veteran brand strategy consultant, starts by decoding some of the most popular misconceptions in the field of brand management—Corporate Identity, Brand Valuation, and Positioning Theory. While the concepts are clarified and the functionality of brand management is redefined, the book further dissects that a key differentiation between businesses with lasting success and others is a thoughtful homo psychologicus mindset.
The methodology of developing thoughtful businesses will empower companies to make more visionary decisions for themselves and the economic ecosystem that we all rely upon. More thoughtful businesses could potentially create more thoughtful economies through their collective efforts.
H. Y. Story is an independent consultant. She started her career in brand management at Landor Associates of WPP. She later became the office lead strategist and Strategy Director of Siegel + Gale, an Omnicom brand consulting firm. After serving clients such as Hewlett Packard Enterprise, Dell, P&G, Rotary Institute, J.Crew, she left the agency business to focus on methodology innovation and a new type of brand consulting, as introduced in this book.
She graduated from the Lew Klein College of Media and Communication (formerly School of Communications and Theater) of Temple University, USA, as one of the youngest Ph.D.s in the history of the College. Prior to that, she obtained her Master’s degree from the London School of Economics. She has lived in nine cities in five time zones.
Caracteristici
Redefines the foundation of the assumption of the homo economicus Constructs a new methodology (BHI) to evaluate and enhance corporate brand health Brings insights from best practices around the world