Marking Enterprise: Business Success and Societal Embedding INSEAD Business Press

This new approach argues that many practices in strategy, marketing and branding are neither appropriate or efficient. Based upon their studies of extremely successful and unconventional firms, including First Direct, Club Med and Ikea, the authors argue that successful firms are those that are able to design and create new economic and societal, "territories", not just market shares or brands, that address social values and ways of living.

The book defines alternative approaches in a landbreaking new framework