一套經過驗證，讓企業成功自我創新、甚至更勝過去輝煌的步驟方法！

《重生》（Resurgence）針對多家大公司進行耗費數年的跨時性研究，揭露幾個全球最有趣、最著名的品牌如何在歷經衰退低潮期之後，成功捲土重來。作者群提出一個簡單有效的四階段自我創新（reinvention）架構：認清（Recognize）、再創（Reinvent）、形式化（Formalize）、堅持（Maintain），配合具說服力的建議，亦適合大眾商管書讀者。

書中並收錄許多公司鮮為人知的改變過程，由摩托羅拉、雅碧濤（Alberto Culver）、哈雷摩托車（Harley-Davidson）等公司的核心領導人現身說法：我們要如何重新改造一間不認為需要劇烈改變的公司？

三位作者皆為頂尖行銷專家，擁有與多家財星500等級的全球性公司合作的經驗，獲得特別允許對這些知名品牌進行長期的研究，在他們追蹤的公司經過調整展現驚人的轉變成果時，為我們分析其中豐富的經驗與珍貴的知識。

Gregory S. Carpenter，西北大學凱洛格商學院行銷策略教授暨市場領導中心（Center for Market Leadership）主任，負責主持年度的凱洛格商學院行銷領導高峰會。經常擔任行銷策略演講者，研究論文發表於《哈佛商業評論》、《金融時報》、NPR等。

Gary F. Gebhardt，蒙特婁商學院（HEC Montreal）行銷學客座教授，在南佛羅里達大學商管學院教授行銷學七年。

John F. Sherry, Jr.，聖母大學（University of Notre Dame）行銷學系主任，曾在西北大學凱洛格商學院任教逾二十年。

“Being market focused is more important than ever. But few organizations know how to move effectively toward it, often finding themselves adrift. The authors describe seven major companies and what it took to achieve a market-focused reinvention, all captured in an illuminating four-stage process. Based on thorough research, Resurgence offers valuable insights into an increasingly important management challenge.”——Philip Kotler, S. C. Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University

“Change is the only constant. Disruptions of business models that used to take decades now take a few years or even months. In response, companies must disrupt themselves before the competition does in order survive and thrive. The Four Stages of Market-Focused Reinvention provides a smart and simple framework for companies to navigate the need for constant change.”——Jonathan D. Becher, Chief Marketing and Communications Officer, SAP

“A topical manifesto on turning around troubled businesses. With lively case studies on companies like Alberto-Culver, Harley Davidson, and Motorola, authors Carpenter, Gebhardt and Sherry speak to the urgency of reinventing a company not just by following the right steps but by following them in the right order. A highly readable blend of scholarly ethnography and how-to prescriptions.”——Rohit Deshpande, Sebastian S. Kresge Professor of Marketing, Harvard Business School

“A gem of a book. It’s a thought provoking managerial book that is rigorous as well as pragmatic. Steeped in several years of field research this book distils unique insights and a pragmatic step by step approach for businesses that are in need to reinvent themselves. Easily accessible, a joy to read and practically useful.”——Marcel Corstjens, Unilever Chaired Professor of Marketing, INSEAD

“Resurgence is a unique combination of academic rigor and practical advice. The case studies and Reinvention Model clearly communicate the importance of leaders building a collaborative, results-oriented culture to seize marketplace opportunity.”——Mary Dillon, CEO, Ulta Beauty

“For many businesses, it may seem like the world is moving faster than ever. Markets shift, competitors emerge and customer expectations rise, seemingly overnight. Yet organizations often fail to respond with speed, ending up adrift and in need of massive change just to survive. If success and history are the enemies of innovation, the practical actions mapped out in Resurgence offer a relevant and timely approach to confront the conditions that lead to stagnation. This book offers a refreshingly clear-eyed view of the challenges of sustaining change – and offers a straight-forward approach to reinvention that is relevant whether your organization is striving to reignite growth or just trying to stay ahead of the change happening all around you.”——Lou Sanchez, Vice President, Leadership & Organization Development, eBay Inc.

“Resurgence provides a formula for successfully transforming your organization into a customer-driven organization. Employing a unique, ethnographic research approach, the authors discover that the secret sauce is in the sequence of initiatives and confirm that organizational health and culture play a critical role."——Betsy D Holden, Former Co-CEO, Kraft Foods