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商品詳細
The Rational Homo Psychologicus : Creating Thoughtful Businesses.
・ISBN 978-981-3295-02-5 hard EUR 99.99
￥26,726.- (税込) ※（※）価格はご注文時の参考価格となります。
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| 著者・編者 | Story, H. Y., |
|---|---|
| 出版社 | (Palgrave Macmillan, UK) |
| 出版年月 | 2019 |
| ページ数 | 193 pp. |
| 言語 | ENG |
| ニュース番号 | ＜654-L1295 654-P2345＞ |
解説
This is a challenger book. It systematically modifies the assumptions of the homo economicus and homo sociologicus by constructing a deeper foundation of human and corporate personhood. The new theory of homo psychologicus probes into a long-forgotten common sense: humans are rationally irrational homo psychologicus, as are companies. The homo psychologicus state of people and companies, or the desire of realizing who we are and who we are not, lays the foundation for our decisions on profits and stakeholder relationships.
The author, a veteran brand strategy consultant, starts by decoding some of the most popular misconceptions in the field of brand management-Corporate Identity, Brand Valuation, and Positioning Theory. While the concepts are clarified and the functionality of brand management is redefined, the book further dissects that a key differentiation between businesses with lasting success and others is a thoughtful homo psychologicus mindset.
The methodology of developing thoughtful businesses will empower companies to make more visionary decisions for themselves and the economic ecosystem that we all rely upon. More thoughtful businesses could potentially create more thoughtful economies through their collective efforts.