A tedious case study of what can happen before, during, and after the shift of a desirable advertising account from one agency to another. In an effort to revive the company's flagging car sales, Subaru of America (SOA) put its sizable (albeit modest by auto- industry standards) account up for grabs during 1991. Drawing on the access granted him by SOA, Rothenberg (The Neoliberals, 1984) offers an exhaustive and ultimately exhausting rundown on a commercial mating dance. He also lards his fly-on-the-wall reportage with digressive takes on the history of big-league advertising and its dominant players. To some extent, these asides provide context for the author's evaluation of the work done by the survivor of SOA's screening process—Wieden & Kennedy, a so-called postmodernist shop based in Portland, Oreg., which made a name for itself as Nike's ad agency. Like many partnerships, the SOA/W&K alliance proved short-lived, contentious, and mutually frustrating. The association ended not with a bang but a whimper shortly after the agency's spots (duly approved by a Subaru management team that had been revamped in the interim) finished dead last in a USA Today survey of viewer reactions to commercials broadcast during the 1993 Super Bowl telecast. In reporting countless instances of high- stakes conflict and steering the episodic narrative up innumerable blind alleys, however, Rothenberg (who borrowed the book's title from an A.J. Liebling pensÇe on fortune) frequently loses track of his story. He doesn't even get around to detailing the background of SOA's Japanese owner (Fuji Heavy Industries) until near the end. As it happens, the parent organization's engineering-versus-styling bias informed many of the clashes over image that marked promotional debates at SOA during the early 1990s. Despite a few fine set pieces, this is an overlong, essentially pointless anecdote in which unsympathetic hucksters are pitted against one another—and the consuming public.
Pub Date: Nov. 2, 1994
ISBN: 0-679-41227-1
Page Count: 496
Publisher: Knopf
Review Posted Online: May 19, 2010
Kirkus Reviews Issue: Sept. 15, 1994
Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our...
A psychologist and Nobel Prize winner summarizes and synthesizes the recent decades of research on intuition and systematic thinking.
The author of several scholarly texts, Kahneman (Emeritus Psychology and Public Affairs/Princeton Univ.) now offers general readers not just the findings of psychological research but also a better understanding of how research questions arise and how scholars systematically frame and answer them. He begins with the distinction between System 1 and System 2 mental operations, the former referring to quick, automatic thought, the latter to more effortful, overt thinking. We rely heavily, writes, on System 1, resorting to the higher-energy System 2 only when we need or want to. Kahneman continually refers to System 2 as “lazy”: We don’t want to think rigorously about something. The author then explores the nuances of our two-system minds, showing how they perform in various situations. Psychological experiments have repeatedly revealed that our intuitions are generally wrong, that our assessments are based on biases and that our System 1 hates doubt and despises ambiguity. Kahneman largely avoids jargon; when he does use some (“heuristics,” for example), he argues that such terms really ought to join our everyday vocabulary. He reviews many fundamental concepts in psychology and statistics (regression to the mean, the narrative fallacy, the optimistic bias), showing how they relate to his overall concerns about how we think and why we make the decisions that we do. Some of the later chapters (dealing with risk-taking and statistics and probabilities) are denser than others (some readers may resent such demands on System 2!), but the passages that deal with the economic and political implications of the research are gripping.
Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our minds.Pub Date: Nov. 1, 2011
ISBN: 978-0-374-27563-1
Page Count: 512
Publisher: Farrar, Straus and Giroux
Review Posted Online: Sept. 3, 2011
Kirkus Reviews Issue: Sept. 15, 2011
BOOK REVIEW
IN THE NEWS
IN THE NEWS
These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.
A helpful guide to working effectively with people from other cultures.
“The sad truth is that the vast majority of managers who conduct business internationally have little understanding about how culture is impacting their work,” writes Meyer, a professor at INSEAD, an international business school. Yet they face a wider array of work styles than ever before in dealing with clients, suppliers and colleagues from around the world. When is it best to speak or stay quiet? What is the role of the leader in the room? When working with foreign business people, failing to take cultural differences into account can lead to frustration, misunderstanding or worse. Based on research and her experiences teaching cross-cultural behaviors to executive students, the author examines a handful of key areas. Among others, they include communicating (Anglo-Saxons are explicit; Asians communicate implicitly, requiring listeners to read between the lines), developing a sense of trust (Brazilians do it over long lunches), and decision-making (Germans rely on consensus, Americans on one decider). In each area, the author provides a “culture map scale” that positions behaviors in more than 20 countries along a continuum, allowing readers to anticipate the preferences of individuals from a particular country: Do they like direct or indirect negative feedback? Are they rigid or flexible regarding deadlines? Do they favor verbal or written commitments? And so on. Meyer discusses managers who have faced perplexing situations, such as knowledgeable team members who fail to speak up in meetings or Indians who offer a puzzling half-shake, half-nod of the head. Cultural differences—not personality quirks—are the motivating factors behind many behavioral styles. Depending on our cultures, we understand the world in a particular way, find certain arguments persuasive or lacking merit, and consider some ways of making decisions or measuring time natural and others quite strange.
These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.Pub Date: May 27, 2014
ISBN: 978-1-61039-250-1
Page Count: 288
Publisher: PublicAffairs
Review Posted Online: April 15, 2014
Kirkus Reviews Issue: May 1, 2014
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