Feb 28, 2010
Market Rebels and Radical Innovation (Rao, 2009)
Market rebels and radical innovation (Rao, 2009)
“Activists who challenge the status-quo play a critical but often overlooked role in both promoting and impeding radical business innovation.”
Two Concepts: ‘Hot Cause’ and ‘Cool Mobilization’
“Hot causes intensify emotions and trigger new beliefs. Cool mobilization also evokes emotion, but it does so by engaging participants in new collective experiences that transform beliefs.”
- Hot Cause
Arouses emotion and creates a community.
Feelings of anger or pride.
- Cool Mobilization
Activities, actions, campaigns which develop commitment and signal community identity.
Engaging and insurgent behaviours.
Examples:
Cultural acceptance of the car
Microbrewing
Biotechnology commercialization
Advice for Managers: “Think like an insurgent”
Two Concepts: ‘Deliberate Cognition’ and ‘Automatic Cognition’
- Deliberate Cognition
Traditional manager style
Rely on processing and analyzing of information, appeal to reason.
Dissemination of information
One-way communication
- Automatic Cognition
Insurgent style
Use of symbols and shortcuts to communicate
Emotions are needed to ‘unfreeze’ organizations
Two-way communication
Original Text:
Market Rebels: How Activists Make or Break Radical Innovations
