| 書目名稱 | The Rational Homo Psychologicus | | 副標(biāo)題 | Creating Thoughtful | | 編輯 | H. Y. Story | | 視頻video | http://file.papertrans.cn/919/918204/918204.mp4 | | 概述 | Redefines the foundation of the assumption of the homo economicus.Constructs a new methodology (BHI) to evaluate and enhance corporate brand health.Brings insights from best practices around the world | | 圖書封面 |  | | 描述 | .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 t | | 出版日期 | Book 2020 | | 關(guān)鍵詞 | Homo Economicus; Homo Sociologicus; Brand Management; Branding in the Digital Age; Corporate Identity; St | | 版次 | 1 | | doi | https://doi.org/10.1007/978-981-32-9503-2 | | isbn_softcover | 978-981-32-9505-6 | | isbn_ebook | 978-981-32-9503-2 | | copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapor |
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