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The Business of Aspiration

Author: Ana Andjelic

Publisher: Routledge

Published: 2020-10-26

Total Pages: 71

ISBN-13: 1000201503

The Business of Aspiration is about how consumers' shifting status symbols affect business and brand strategy. These changing status symbols, like taste, aesthetic innovation, curation or environmentalism create the modern aspirational economy. In the traditional economy, consumers signaled their status through collecting commodities, Instagram followers, airline miles, and busy back-to-back schedules. By contrast, in the aspirational economy, consumers increasingly convey status through collecting knowledge, taste, micro-communities, and influence. This new capital changes the way businesses and entire markets operate, and yet the modern aspirational economy is still an under-explored area in business and culture. The Business of Aspiration changes that. In this book, marketers will find examples, analyses and tools on how brands can successfully grow in the modern aspirational economy. The Business of Aspiration answers questions like, "what is good for my brand long-term?", "how is this business decision going to impact our culture?" or "what are the main objectives of our growth?" Marketers will learn to shift their brand narrative and competitive strategy, to create and distribute new brand symbols, and to ensure that their brand’s products and services create both monetary and social value.

Aspiration

Author: Agnes Callard

Publisher: Oxford University Press

Published: 2018-03-01

Total Pages: 256

ISBN-13: 0190639504

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Becoming someone is a learning process; and what we learn is the new values around which, if we succeed, our lives will come to turn. Agents transform themselves in the process of, for example, becoming parents, embarking on careers, or acquiring a passion for music or politics. How can such activity be rational, if the reason for engaging in the relevant pursuit is only available to the person one will become? How is it psychologically possible to feel the attraction of a form of concern that is not yet one's own? How can the work done to arrive at the finish line be ascribed to one who doesn't (really) know what one is doing, or why one is doing it? In Aspiration, Agnes Callard asserts that these questions belong to the theory of aspiration. Aspirants are motivated by proleptic reasons, acknowledged defective versions of the reasons they expect to eventually grasp. The psychology of such a transformation is marked by intrinsic conflict between their old point of view on value and the one they are trying to acquire. They cannot adjudicate this conflict by deliberating or choosing or deciding-rather, they resolve it by working to see the world in a new way. This work has a teleological structure: by modeling oneself on the person he or she is trying to be, the aspirant brings that person into being. Because it is open to us to engage in an activity of self-creation, we are responsible for having become the kinds of people we are.

Playing to Win

Author: Alan G. Lafley

Publisher: Harvard Business Press

Published: 2013

Total Pages: 274

ISBN-13: 142218739X

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Explains how companies must pinpoint business strategies to a few critically important choices, identifying common blunders while outlining simple exercises and questions that can guide day-to-day and long-term decisions.

The Asian Aspiration

Author: Greg Mills

Publisher: Hurst & Company

Published: 2020

Total Pages: 358

ISBN-13: 1787384454

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In 1960, the GDP per capita of Southeast Asian countries was nearly half of that of Africa. By 1986 the gap had closed and today the trend is reversed, with more than half of the world's poorest now living in sub Saharan Africa. Why has Asia developed while Africa lagged? The Asian Aspiration chronicles the stories of explosive growth and changing fortunes: the leaders, events and policy choices that lifted a billion people out of abject poverty within a single generation, the largest such shift in human history. The relevance of Asia's example comes as Africa is facing a population boom, which can either lead to crisis or prosperity, and as Asia is again transforming, this time out of low-cost manufacturing into hi-tech, leaving a void that is Africa's for the taking. Far from the optimistic determinism of Africa Rising, this book calls for unprecedented pragmatism in the pursuit of African success.

The Book of Aspiration

Author: Ved Arya, Dhruvi Shah

Publisher: Notion Press

Published: 2020-12-15

Total Pages: 73

ISBN-13: 1636695698

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The Book of Aspiration is a collection of memoirs of ten carefully selected social leaders. Apoorva Oza, Farhad Merchant, Geeta Goel, Noorjehan Safia Niaz, Pankaj Ballabh, Pavithra YS, Rajeshwari Narendran, Ravi Sreedharan, Suresh Reddy and Vivek Prakash had the passion to do something meaningful in their lives. In their autobiographical accounts, they mention influence of their parents, friends and spouses, and effects of various forces beyond their control, fortuitous coincidences, mentors, etc. Yet, reaching where they have reached is a result of several conscious choices they made on the way. Their stories will inspire young Indians to do something about their surroundings and guide them in creating a future they desire for themselves.

The Business of Aspiration

Author: Ana Andjelic

Publisher: Routledge

Published: 2020-10

Total Pages: 104

ISBN-13: 9781003093572

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Not long ago, wearing real fur was a signal of wealth and status. Now, it's a signal of ignorance. Thanks to luxury rental and resale services, these days anyone can walk around in a Gucci belt. But not everyone knows that Rimowa dropped a new suitcase or who made their food and clothes. Wokeness is a modern class distinction. For the longest time, brands have operated according to the Veblen logic that status is linked to wealth and desirability to price. Now they have the opportunity to flip the script of aspiration and link worth and values to their success. Aimed at marketers, entrepreneurs, and advertising professionals, this book is full of analysis, examples, and tools of how to use the modern aspiration economy to shift a brand narrative and competitive strategy, create and distribute brand symbols, and ensure that a brand's products and services create both monetary and moral value.

The Age of Aspiration

Author: Dilip Hiro

Publisher: New Press, The

Published: 2015-10-06

Total Pages: 400

ISBN-13: 1620971410

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Nearly four decades ago, Dilip Hiro’s Inside India Today, banned by Indira Gandhi’s government, was acclaimed by The Guardian as simply “the best book on India.” Now Hiro returns to his native country to chronicle the impact of the dramatic economic liberalization that began in 1991, which ushered India into the era of globalization. Hiro describes how India has been reengineered not only in its economy but also in its politics and cultural mores. Places such as Gurgaon and Noida on the outskirts of Delhi have been transformed from nondescript towns into forests of expensive high-rise residential and commercial properties. Businessmen in Bollywood movies, once portrayed as villains, are now often the heroes. The marginal, right-wing Hindu militants of the past now rule the nominally secular nation, with Prime Minister Narendra Modi as their avatar, one whose electoral victory was funded by big business. Hiro provides a gripping account of the role played by Indians who have settled in the United States and Britain since 1991 in boosting India’s GDP. But he also highlights the negatives: the exponential growth in sleaze in the public and private sectors, the impoverishment of farmers, and the rise in urban slums. A masterful panorama, The Age of Aspiration covers the whole social spectrum of Indians at home and abroad.

The American College and the Culture of Aspiration, 1915–1940

Author: David O. Levine

Publisher: Cornell University Press

Published: 2019-06-30

Total Pages: 289

ISBN-13: 1501744151

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Is higher education a right or a privilege? Who should go to college? What should they study there? These questions were hotly debated between the world wars, when an unprecedented boom in college enrollments forced Americans to struggle between their belief in the importance of educational opportunity and their desire to preserve the existing social structure. In The American College and the Culture of Aspiration, 1915–1940, David O. Levine offers the first in-depth history of higher education during this era, a period when colleges and universities became arbiters of social and economic mobility and a hierarchy of schools evolved to meet growing demands for occupational training and socialization.

Emotional Business

Author: Ravi Rao

Publisher: iUniverse

Published: 2012-06-27

Total Pages: 230

ISBN-13: 9781475926194

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If youve ever felt ignored as a customer, humiliated by a teammate, drained by workplace politics, or painfully isolated in a big company, then youve experienced the business effects of emotional disconnection. In todays knowledge-driven and service centered economy, emotional excellence isnt idealism. It is a practical necessity for growth and retaining superior talent. The Industrial Revolution is over, and the Emotional Revolution has now begun. Recognizing that emotion is part of the fabric of human biology, the hundred billion neurons in every brain can be emotionally engaged to: Evoke intense customer passion to boost sales Eliminate the financial self-destruction of infighting Excite employees to care for each other to ensure effectiveness Written for anyone from the small business employee to the corporate CEO, this step-by step guidebook contains dozens of practical checklists and examples to immediately create connection with customers and colleagues. If you get the emotions right, you get the business right.

Aspiration Cytology

Author: Andrew A. Renshaw

Publisher: Saunders

Published: 2005

Total Pages: 686

ISBN-13:

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Text organized by cytology patterns, and is specifically designed to guide a cytologist from a pattern, through the appropriate work-up, around the pitfalls, and to the best diagnosis. This approach more closely mimics the thought process of cytologists at work than more didactic texts.