Chapter 12. emotional economics

Now the going becomes soft: e = emotion. "There is money in emotion. This is not an obscure flaky agenda. It may represent the antithesis to the previous commercial rationale but it is not anti-commercialism. It is the new commercialism. It is not flaky — it is funky. Poetry and profits need not be mutually exclusive. If contemporary business was only a case of bits, brains and brands — why does Citibank work with Elton John? Why did Motorola and Microsoft team up with the Rolling Stones? And why did Miller enter an alliance with MC Hammer? The answer is short and melodic: vibes," observe Kjell Nordström and Jonas Ridderstråle in Funky Business.[] Nordström and Ridderstråle have also coined the phrase "economies ...

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