Resurgence: The Four Stages of Market-Focused Reinvention

Publication Date: February 18, 2014

Resurgence: The Four Stages of Market-Focused Reinvention

Gregory S. Carpenter, Gary F. Gebhardt, and John F. Sherry, Jr.

Publication Date: February 18, 2014

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.

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ABOUT THE AUTHORS

John F. Sherry, Jr. is Herrick Chair and Chairman of the Marketing Department at University of Notre Dame. He is the co-author of Resurgence: The Four Stages of Market-Focused Reinvention. An anthropologist, he taught at Northwestern’s Kellogg School for over two decades. He has researched, lectured, and consulted around the globe on issues of brand strategy, experiential consumption, and retail atmospherics.

This is author Gary F. Gebhardt for books

Gary F. Gebhardt is Associate Professor of Marketing at HEC Montreal. He is the co-author of Resurgence: The Four Stages of Market-Focused Reinvention. He teaches marketing strategy, market-focused innovation, B2B and channel marketing in the MBA, MSc, and McGill-HEC Montreal EMBA programs. He worked as a consultant and executive in industry for thirteen years before earning his PhD in Marketing at Northwestern's Kellogg School of Management.

This is author Gregory S. Carpenter for books

Gregory S. Carpenter is the James Farley/Booz Allen Hamilton Professor of Marketing Strategy and director of the Center for Market Leadership at the Kellogg School of Management of Northwestern University, and he hosts the annual Kellogg Marketing Leadership Summit. He is the co-author of Resurgence: The Four Stages of Market-Focused Reinvention. He is also a frequent speaker on marketing strategy, and his research has been featured in Harvard Business Review, Financial Times, and NPR.