Resurgence

Based on fascinating insider accounts with leaders from Motorola, Alberto Culver, Harley-Davidson, and others, Resurgence explores the change process and reveals how some of the most interesting and notable brands in the world have managed to stage remarkably successful comebacks following periods of decline.

Based on a multi-year study with several large companies, Resurgence reveals how some of the most interesting and notable brands in the world have managed to stage remarkably successful comebacks following periods of decline. The core of this book is a smart, simple four-part framework for reinvention, plus compelling advice distilled for general business readers. Yet, it also features fascinating, insider accounts of the change process, with stories from a core group of leaders at companies such as Motorola, Alberto Culver, Harley-Davidson, and others, as they considered the question: How do we reinvent a firm that does not recognize the need for radical change? Three top marketing experts bring a compelling wealth of experience and knowledge to the forefront as they were granted extensive access to the executives at these companies and track how each of these organizations look dramatically different as a result of its changed efforts.

1. The Beginning
Step I: Recognize
2. My Name is Motorola and I Have a Problem: Recognizing the Need for Change
3. Teams Make Change: Building a Coalition
Step II: Reinvent
4. A Vision for Change
5. Going Public
6. Walking the Talk
7. Dear Customer: Reconnecting with the Market
8. Collaborative Strategy Development and Implementation
9. Pink Slips for Dissenters, Offers for Believers
Step III: Formalize
10. Make it Official: Formalize, Reward, and Indoctrinate
11. Power to the Masses
Step IV: Maintain
12. Sticking with Change: Employee, Market, and Cultural Maintenance
13. Reaping the Benefits of Change