Analaze book Grant Mc Cracken : Chief Culture Officer

Students have to write an individual assignment based on the book of Grant Mc Cracken : Chief Culture Officer ( NYC, 2009).

The basic task is to read the book and describe, analyze, and evaluate by giving personal views concerning the author’s arguments on the role and context of culture as such and different cultural aspects and also to illustrate understanding through own examples and their analysis. A crucial part of the assignment is to choose and critically analyze a brand’s activity in the student’s (INDIA) home country from a cultural perspective (environment, bonds, traditions etc.) and relate it to any of the McCracken culture typologies.