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Design to Grow: How Coca-Cola Learned to Combine Scale and Agility, and How You Can, Too

Design to Grow: How Coca-Cola Learned to Combine Scale and Agility, and How You Can, Too

作者 : David Butler/ Linda Tischler

出版社 : PORTFOLIO

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定價 : NT 825

售價9折, NT743

內容簡介


Design to Grow是一本實用指南,企業領導人需要走向全球化企業的組織與發展,透過設計,才能釋放創造力,並使其成為推動正確行動。像可口可樂這樣大型且跨國企業,無論在哪個國家、使用哪種語言,都有該公司存在,提供複雜且完整的跨文化經驗,無論任何企業規模,都能在這本書找到跨文化行銷與決策的核心問題,找到需要的答案。

在變化萬千的今日,每個企業都有面臨“Kodak Moment”(柯達經驗)的危機,儘管曾擁有引領全球數十年的優勢,但因為沒有找出因應新的商業模式,而在一夜間瓦解;能持續經營的商業贏家,必須懂得審勢舵時,掌握企業發展規律,洞察內部優劣,作出正確的預測與決斷。

作者以淺顯易懂的文字,豐富且易於理解的案例,說明可口可樂,以及其他大型公司是如何成功地拓展他們的業務。是一本剛轉型或即將成為大型企業的管理者必讀的商業管理書。

In Design to Grow, Coca-Cola's vice president of Innovation and Entrepreneurship reveals the megabrand's innovative approach to business through design.

Scale and agility are essential to every company's success. But large established businesses are in danger of not being able to adapt quickly enough, while even the most nimble startups fail due to their inability to scale. Tomorrow's business winners will be the ones who know how to combine the two.

For over a century, The Coca-Cola Company has used design to scale its flagship brand to over 200 countries. But the company is still learning. Over the last decade, it has focused on mastering how to use design to create agility - something most established businesses struggle with.

In Design to Grow, Coca-Cola's vice president of Innovation and Entrepreneurship David Butler gives an unprecedented behind-the-scenes look at the company's design-led strategy for growth. Writing with Fast Company's Linda Tischler, he shows how any business can use the same approach to get to the next level.

Clear and actionable, Design to Grow is a must-read for managers in large corporations as well as for entrepreneurs just getting started.


David Butler is the vice president of Innovation and Entrepreneurship at The Coca-Cola Company and is responsible for Coca-Cola's Accelerator Program designed to generate early-stage, high-growth startups. Under David's leadership, Coca-Cola has been awarded numerous design awards including the prestigious Grand Prix from the Cannes Lions International Advertising Festival among others. In 2009, David was recognized by Fast Company as a "Master of Design" and by Fortune for its 2013 Executive Dream Team. David is a member of the World Economic Forum's Global Agenda Council on Design and Innovation.

Linda Tischler is an award-winning editor at Fast Company magazine where she writes about the intersection of design and business. She helped launch the web's largest design site, FastCoDesign.com.
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