Great individuals are assumed to cause the success of radical innovations--thus Henry Ford is depicted as the one who established the automobile industry in America. Hayagreeva Rao tells a different story, one that will change the way you think about markets forever. He explains how "market rebels"--activists who defy authority and convention--are the real force behind the success or failure of radical innovations.

Rao shows how automobile enthusiasts were the ones who established the new automobile industry by staging highly publicized reliability races and lobbying governments to enact licensing laws. Ford exploited the popularity of the car by using new mass-production technologies.

Rao argues that market rebels also establish new niches and new cultural styles. If it were not for craft brewers who crusaded against "industrial beer" and proliferated brewpubs, there would be no specialty beers in America. But for nouvelle cuisine activists who broke the stranglehold of Escoffier's classical cuisine in France, there would have been little hybridization and experimentation in modern cooking.

Market rebels also thwart radical innovation. Rao demonstrates how consumer activists have faced down chain stores and big box retailers, and how anti-biotechnology activists in Germany penetrated pharmaceutical firms and delayed the commercialization of patents.

Read Market Rebels to learn how activists succeed when they construct "hot causes" that arouse intense emotions, and exploit "cool mobilization"--unconventional techniques that engage audiences in collective action. You will realize how the hands that move markets are the joined hands of market rebels.

Review:

"The case studies . . . are fascinating and challenge traditional economic models that privilege individual consumer choice while ignoring broader social mobilizations. A final chapter offers advice and strategies for would-be market rebels looking to harness collective action, making this book a useful resource for both citizen activists and corporate leaders and marketers seeking popular support for their products."--Publishers Weekly

Endorsements:

"Market Rebels is the best book ever written about why new ideas do or don't spread throughout the marketplace. Rao provides a subtle, satisfying, and original interdisciplinary brew of concepts, and carries the reader along with compelling examples. He shows how a company's success depends on its ability to work effectively with groups that many leaders deem to be irrelevant or even destructive to their organizations. This accessible masterpiece will become a classic."--Robert I. Sutton, coauthor of Hard Facts, Dangerous Half-Truths, and Total Nonsense

"Rao's shrewd analysis of the role of social movements in energizing the growth of 'disruptive technologies' provides an 'Aha!' moment. Could his 'market rebels' lead the way out of the morass of conflicting and ill-thought-out reactions to our energy and environmental crises?"--Andrew Grove, former chairman of Intel

"Market Rebels is chock full of powerful insights--and powerful tools--for understanding and affecting markets. It's very useful for me today to understand my own projects, and will be increasingly useful in the hypernetworked environment of the Internet in the twenty-first century."--John Lilly, chief executive officer of Mozilla Corporation

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Table of Contents:

Preface ix

Chapter 1: From the Invisible Hand to Joined Hands 1

Chapter 2: "You Can't Get People to Sit on an Explosion!": The Cultural Acceptance of the Car in America 18

Chapter 3: Evange-Ale-ists and the Renaissance of Microbrewing 43

Chapter 4: The French Revolution: Collective Action and the Nouvelle Cuisine Innovation 69

Chapter 5: Show Me the Money: Shareholder Activism and Investor Rights 95

Chapter 6: Chain Reaction: The Enactment and Repeal of Anti-Chain Store Laws 119

Chapter 7: Drug Wars: How the Anti-Biotechnology Movement Penetrated German Pharmaceutical Firms and Prevented Technology Commercialization 142

Chapter 8: From Exit to Voice: Advice for Activists 172

Notes 181

Index 197