LEADER 04390nam 2200709 a 450 001 9910454961403321 005 20200520144314.0 010 $a1-282-15783-3 010 $a9786612157837 010 $a1-4008-2974-7 024 7 $a10.1515/9781400829743 035 $a(CKB)1000000000788449 035 $a(EBL)457885 035 $a(OCoLC)438738073 035 $a(SSID)ssj0000197997 035 $a(PQKBManifestationID)11183452 035 $a(PQKBTitleCode)TC0000197997 035 $a(PQKBWorkID)10168508 035 $a(PQKB)10164821 035 $a(MiAaPQ)EBC457885 035 $a(MdBmJHUP)muse43049 035 $a(DE-B1597)453668 035 $a(OCoLC)979954295 035 $a(DE-B1597)9781400829743 035 $a(Au-PeEL)EBL457885 035 $a(CaPaEBR)ebr10312473 035 $a(CaONFJC)MIL215783 035 $a(EXLCZ)991000000000788449 100 $a20080521d2009 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aMarket rebels$b[electronic resource] $ehow activists make or break radical innovations /$fHayagreeva Rao 205 $aCourse Book 210 $aPrinceton $cPrinceton University Press$dc2009 215 $a1 online resource (222 p.) 300 $aDescription based upon print version of record. 311 $a0-691-13456-1 320 $aIncludes bibliographical references (p. [181]-195) and index. 327 $aFrom the invisible hand to joined hands -- "You can't get people to sit on an explosion!" : the cultural acceptance of the car in America -- Evange-ale-ists and the renaissance of microbrewing -- The French revolution : collective action and the nouvelle cuisine innovation -- Show me the money : shareholder activism and investor rights -- Chain reaction : the enactment and repeal of anti-chain store laws -- Drug wars : how the anti-biotechnology movement penetrated German pharmaceutical firms and prevented technology commercialization -- From exit to voice : advice for activists. 330 $aGreat 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.Some images inside the book are unavailable due to digital copyright restrictions. 606 $aSocial movements 606 $aSocial action 606 $aSocial change 606 $aCapitalism$xSocial aspects 608 $aElectronic books. 615 0$aSocial movements. 615 0$aSocial action. 615 0$aSocial change. 615 0$aCapitalism$xSocial aspects. 676 $a303.48/4 686 $aQP 210$2rvk 700 $aRao$b Hayagreeva$f1959-$01038675 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910454961403321 996 $aMarket rebels$92460410 997 $aUNINA