Resurgence

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.

• 1. The Beginning Step I: Recognize 2. My Name is Motorola and I Have a Problem: Recognizing the Need for Change 3. Teams Make Change: Building a Coalition Step II: Reinvent 4. A Vision for Change 5. Going Public 6. Walking the Talk 7. Dear Customer: Reconnecting with the Market 8. Collaborative Strategy Development and Implementation 9. Pink Slips for Dissenters, Offers for Believers Step III: Formalize 10. Make it Official: Formalize, Reward, and Indoctrinate 11. Power to the Masses Step IV: Maintain 12. Sticking with Change: Employee, Market, and Cultural Maintenance 13. Reaping the Benefits of Change