Market Rebels
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The case studies . . . are fascinating and challenge traditional economic models that privilege individual consumer choice while ignoring broader social mobilizations. A final chapter offers advice and strategies for would-be market rebels looking to harness collective action, making this book a useful resource for both citizen activists and corporate leaders and marketers seeking popular support for their products. -- "Publishers Weekly
Market Rebels uses the grassroots movement that led to the widespread acceptance of the motor car as the starting point for a series of brief case studies that look at 'how activists make or break radical innovations.' -- Jonathan Birchall, Financial Times
Rao highlights social movements as underappreciated factors in the market successes of so-called 'radical innovations.' Through well-crafted, intriguing case studies that include the rise of automobiles, microbrewing, nouvelle cuisine, and personal computers, he shows how mobilized activists influence the acceptance of innovations, be they technological, cultural, or structural. . . . Rao's scholarly publications, related to his experience as an organizational sociologist, provide the foundation for this lively, highly accessible volume, which he explicitly directs to the broad public and especially to businesspeople seeking to advance their own innovations. -- "Choice
In this volume, Hayagreeva Roa, the Atholl McBean professor of organizational behaviour and human resources at Stanford University's graduate school of business, provides a perspective on the evolution of markets that is largely absent from traditional economic and business literature. -- Micheal J. Kelly, Ottawa Business Journal
The narrative of economic growth is always one of challenges to established interests, In this sense, Rao's book appears at just the right time, when questions about whether and how to bail out entrenched interests--carmakers, financial conglomerates--are persistent. -- Carl Schramm, Stanford Social Innovation Review
[Rao] does provide an insight that should be valuable for both economic and business historians. . . . [His] points . . . deserve to be taken seriously by economic historians as well as by sociologists. -- Paul L. Robertson, Australian Economic History Review
Market Rebels uses the grassroots movement that led to the widespread acceptance of the motor car as the starting point for a series of brief case studies that look at 'how activists make or break radical innovations.' -- Jonathan Birchall, Financial Times
Rao highlights social movements as underappreciated factors in the market successes of so-called 'radical innovations.' Through well-crafted, intriguing case studies that include the rise of automobiles, microbrewing, nouvelle cuisine, and personal computers, he shows how mobilized activists influence the acceptance of innovations, be they technological, cultural, or structural. . . . Rao's scholarly publications, related to his experience as an organizational sociologist, provide the foundation for this lively, highly accessible volume, which he explicitly directs to the broad public and especially to businesspeople seeking to advance their own innovations. -- "Choice
In this volume, Hayagreeva Roa, the Atholl McBean professor of organizational behaviour and human resources at Stanford University's graduate school of business, provides a perspective on the evolution of markets that is largely absent from traditional economic and business literature. -- Micheal J. Kelly, Ottawa Business Journal
The narrative of economic growth is always one of challenges to established interests, In this sense, Rao's book appears at just the right time, when questions about whether and how to bail out entrenched interests--carmakers, financial conglomerates--are persistent. -- Carl Schramm, Stanford Social Innovation Review
[Rao] does provide an insight that should be valuable for both economic and business historians. . . . [His] points . . . deserve to be taken seriously by economic historians as well as by sociologists. -- Paul L. Robertson, Australian Economic History Review
Product Description
Great individuals are assumed to cause the success of radical innovations--thus Henry Ford is depicted as the one who established the automobile industry in America. Hayagreeva Rao tells a different story, one that will change the way you think about markets forever. He explains how "market rebels"--activists who defy authority and convention--are the real force behind the success or failure of radical innovations.
Rao shows how automobile enthusiasts were the ones who established the new automobile industry by staging highly publicized reliability races and lobbying governments to enact licensing laws. Ford exploited the popularity of the car by using new mass-production technologies.
Rao argues that market rebels also establish new niches and new cultural styles. If it were not for craft brewers who crusaded against "industrial beer" and proliferated brewpubs, there would be no specialty beers in America. But for nouvelle cuisine activists who broke the stranglehold of Escoffier's classical cuisine in France, there would have been little hybridization and experimentation in modern cooking.
Market rebels also thwart radical innovation. Rao demonstrates how consumer activists have faced down chain stores and big box retailers, and how anti-biotechnology activists in Germany penetrated pharmaceutical firms and delayed the commercialization of patents.
Read Market Rebels to learn how activists succeed when they construct "hot causes" that arouse intense emotions, and exploit "cool mobilization"--unconventional techniques that engage audiences in collective action. You will realize how the hands that move markets are the joined hands of market rebels.
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Customer Reviews
Most Helpful Customer Reviews
Format:Hardcover
In the introduction to this book, author Hayagreeva Rao mentions that some sections have appeared in academic journals, but that he's "rewritten [them] for the general reader rather than the specialist in organizational sociology." May all such revisions be so smoothly executed! This fast-paced read features clear concepts and lively prose. Rao examines the role of social activists, especially engaged groups, in the fate of innovation. In doing so, he provides new perspectives on markets and documents that social engagement precedes shifts in the market. He educates readers about the techniques that such activists use, offering several radically different case studies, including the auto industry, microbrews and trends in French cooking. getAbstract recommends Rao's book to anyone involved in innovation or marketing, as well as to students of cultural change.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4 reviews
3 of 3 people found the following review helpful
Market Rebels Rocks!
9 Feb 2009
Format:Hardcover
This book reminded me of an event that took place about ten years ago, when Starbucks came to town and parked their store right next door to my favorite coffee shop in Westport. I thought it would be the end of the best café mocha in town.
Local merchants reacted as though the neighborhood was being invaded. They banded together, posted flyers in their windows, talking to and encouraging local residents to buy from locally owned businesses. It's what Rao describes in his book as "a Hot Cause," an event that stimulates the emotions of people and creates new meaning. Suddenly, at the local coffee shop, we weren't just buying coffee, we were engaging in acts of community loyalty. The local business owners had successfully created what Rao calls a "community of feeling" and through a "cool mobilization" they got merchants and neighbors engaged in actively supporting the Broadway Café' and protesting the opening of a "corporate" coffee shop. The campaign worked so well that the local coffee shop saw their business actually improve after Starbucks moved in right next door.
Rao's book wraps an absorbing, storytelling approach around solid, academic research showing how activists have been the key to the popularization of the automobile (and all this time I thought Henry Ford was solely responsible), the development of the personal computer, the successes, failures, and persistence of chain stores, and the spawning of microbreweries in the U.S.
The author does an amazing job describing how the same underlying processes that spawned all those wonderful innovations (assuming you think cars, good beer, and inexpensive laptops at Best Buy are a good thing) also powered such disparate causes as the antibiotechnology movement in Germany, the slow food (anti-fast food) movement in Europe, the deaf rights movement in France, and shareholder activism in the United States.
This book will unquestionably spur your thinking about how to get people aligned and engaged in your cause - whether it's a business opportunity or your favorite social cause.
One footnote, after ten years of head to head competition, the Starbucks moved out and the Broadway Café' continues to thrive.
Local merchants reacted as though the neighborhood was being invaded. They banded together, posted flyers in their windows, talking to and encouraging local residents to buy from locally owned businesses. It's what Rao describes in his book as "a Hot Cause," an event that stimulates the emotions of people and creates new meaning. Suddenly, at the local coffee shop, we weren't just buying coffee, we were engaging in acts of community loyalty. The local business owners had successfully created what Rao calls a "community of feeling" and through a "cool mobilization" they got merchants and neighbors engaged in actively supporting the Broadway Café' and protesting the opening of a "corporate" coffee shop. The campaign worked so well that the local coffee shop saw their business actually improve after Starbucks moved in right next door.
Rao's book wraps an absorbing, storytelling approach around solid, academic research showing how activists have been the key to the popularization of the automobile (and all this time I thought Henry Ford was solely responsible), the development of the personal computer, the successes, failures, and persistence of chain stores, and the spawning of microbreweries in the U.S.
The author does an amazing job describing how the same underlying processes that spawned all those wonderful innovations (assuming you think cars, good beer, and inexpensive laptops at Best Buy are a good thing) also powered such disparate causes as the antibiotechnology movement in Germany, the slow food (anti-fast food) movement in Europe, the deaf rights movement in France, and shareholder activism in the United States.
This book will unquestionably spur your thinking about how to get people aligned and engaged in your cause - whether it's a business opportunity or your favorite social cause.
One footnote, after ten years of head to head competition, the Starbucks moved out and the Broadway Café' continues to thrive.
3 of 3 people found the following review helpful
A Useful Masterpiece
14 Jan 2009
Format:Hardcover|Amazon Verified Purchase
Professor Rao has written a compelling, evidence-based,and remarkably useful book. As I wrote on my blog[...]:
The book is full of useful ideas, but perhaps the central one is that, if you want to mobilize networks of people and markets to embrace and spread an idea, you need the one-two punch of a "Hot Cause" and "Cool Solutions." A hot cause like deaths from tobacco or medical errors can be used as springboards to raise awareness, spark motivation, and ignite red-hot outrage. And naming these as enemies is an important step in mobilizing a network or market. But creating the heat isn't enough; the next step needs to be cool solutions. This doesn't just mean identifying technically feasible solutions, it also means finding ways to bind people together, to empower them to take steps that help solve the problem, and to create enduring commitment to implementing solutions.
The book is full of useful ideas, but perhaps the central one is that, if you want to mobilize networks of people and markets to embrace and spread an idea, you need the one-two punch of a "Hot Cause" and "Cool Solutions." A hot cause like deaths from tobacco or medical errors can be used as springboards to raise awareness, spark motivation, and ignite red-hot outrage. And naming these as enemies is an important step in mobilizing a network or market. But creating the heat isn't enough; the next step needs to be cool solutions. This doesn't just mean identifying technically feasible solutions, it also means finding ways to bind people together, to empower them to take steps that help solve the problem, and to create enduring commitment to implementing solutions.
A study of the role of market activists
14 July 2009
Format:Hardcover
In the introduction to this book, author Hayagreeva Rao mentions that some sections have appeared in academic journals, but that he's "rewritten [them] for the general reader rather than the specialist in organizational sociology." May all such revisions be so smoothly executed! This fast-paced read features clear concepts and lively prose. Rao examines the role of social activists, especially engaged groups, in the fate of innovation. In doing so, he provides new perspectives on markets and documents that social engagement precedes shifts in the market. He educates readers about the techniques that such activists use, offering several radically different case studies, including the auto industry, microbrews and trends in French cooking. getAbstract recommends Rao's book to anyone involved in innovation or marketing, as well as to students of cultural change.
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