Resurgence: The Four Stages of Market-Focused Reinvention

Based on a multi-year study with several large companies, Resurgence reveals how some of the most interesting and notable brands in the world have managed to stage remarkably successful comebacks following periods of decline. The core of this book is a smart, simple four-part framework for reinvention, plus compelling advice distilled for general business readers. Yet,it also features fascinating, insider accounts of the change process, with stories from a core group of leaders at companies such as Motorola, Alberto Culver, Harley-Davidson, and others, as they considered the question: How do we reinvent a firm that does not recognize the need for radical change? Three top marketing experts bring a compelling wealth of experience and knowledge to the forefront as they were granted extensive access to the executives at these companies and track how each of these organizations look dramatically different as a result of its changed efforts.

Gregory S. Carpenter is the James Farley/Booz Allen Hamilton Professor of Marketing Strategy and director of the Center for Market Leadership at the Kellogg School of Management of Northwestern University, and he hosts the annual Kellogg Marketing Leadership Summit. He is a frequent speaker on marketing strategy and his research has been featured in Harvard Business Review, Financial Times, and NPR.

Gary F. Gebhardt is visiting professor of Marketing at HEC Montreal, following seven years as assistant professor of Marketing at the University of South Florida’s College of Business Administration.

John F. Sherry, Jr. is Herrick chair and chairman of the Marketing Department at University of Notre Dame. An anthropologist, he taught at Northwestern’s Kellogg School for over two decades.