Cultural innovation theory : Nike: reinventing the American dream ; Jack Daniel's: mythologizing the company to revive frontier masculinity ; Ben & Jerry's: provoking ideological flashpoints to launch a sustainable business myth ; Starbucks: trickling down new cultural capital codes ; Patagonia: how social enterprises cross the cultural chasm ; Vataminwater: creating a "better mousetrap" with myth ; Marlboro: the power of cultural codes ; Cultural innovation theory -- Applying the cultural strategy model : Clearblue pregnancy test: branding a new technology ; Fat Tire Beer: crossing the cultural chasm ; Fuse Music Television: challenging incumbents with cultural jujitsu ; Freelancers union: branding a social innovation -- Organizing for cultural innovation : Brand bureaucracy and the rise of sciency marketing ; Cultural studio forms underground: Levi's 501s in Europe ; Cultural studio forms above ground: ESPN

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