By Grant McCracken Published Dec. 9, 2009 8:44 p.m.
“The American corporation is bad at culture. It’s good at management, finance, technology, and HR. It’s getting better at innovation, cocreation and social media. But culture? It still pretty much sucks at culture.
Culture is the ‘last mile’ for the corporation. It’s the final ‘core competence’ required for its skill set. Until it masters culture the way it now master the other pieces of management—finance, strategic planning, human resources—it will suffer the blind side hit or miss yet another opportunity. The thing about errors here is that they are not small. They do not merely take a percentage point of volume or profit. They do not merely inflict a tiny ding on a CEOs reputation. No, the mistakes that come from culture can cost millions. And they lay a CEO low. It’s time to bring in a Chief Culture Officer.”
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About Grant McCracken | Trained as an anthropologist (Ph.D. University of Chicago), Grant has studied American culture and business for 25 years. He has been featured on the Oprah Winfrey Show and worked for many corporate clients including Coca-Cola Company, Diageo, IBM, IKEA, Chrysler, Kraft, and Kimberly Clark. He started the Institute of Contemporary Culture at the Royal Ontario Museum, and has taught anthropology at the University of Cambridge, ethnography at MIT, and marketing at the Harvard Business School. Many academics prefer to look askance at interactions of culture and commerce. Grant believes this is the secret of American culture. He has explored this theme in two previous books: Culture and Consumption I, and Culture and Consumption II.
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