Chief Culture Officer: How to Create a Living, Breathing Corporation

Trenchantly on point and bursting with insight, anthropologist Grant McCracken shows American corporations how keeping a finger on the pulse of contemporary cultural trends can change their business practices for the better -- and ahead of the curve.

Levi-Strauss, the jeans and apparel maker, missed out on the hip-hop trend. They didn't realize that those kids in baggy jeans represented a whole new -- and lucrative -- market opportunity, one they could have seen coming if they had but been ...