Overview
- Redefines the foundation of the assumption of the homo economicus
- Constructs a new methodology (BHI) to evaluate and enhance corporate brand health
- Brings insights from best practices around the world
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Table of contents (7 chapters)
Keywords
About this book
This is a challenger book. It systematically modifies the assumptions of the homo economicus and homo sociologicus by constructing a deeper foundation of human and corporate personhood. The new theory of homo psychologicus probes into a long-forgotten common sense: humans are rationally irrational homo psychologicus, as are companies. The homo psychologicus state of people and companies, or the desire of realizing who we are and who we are not, lays the foundation for our decisions on profits and stakeholder relationships.
The author, a veteran brand strategy consultant, starts by decoding some of the most popular misconceptions in the field of brand management—Corporate Identity, Brand Valuation, and Positioning Theory. While the concepts are clarified and the functionality of brand management is redefined, the book further dissects that a key differentiation between businesses with lasting success and others is a thoughtful homo psychologicus mindset.
The methodology of developing thoughtful businesses will empower companies to make more visionary decisions for themselves and the economic ecosystem that we all rely upon. More thoughtful businesses could potentially create more thoughtful economies through their collective efforts.
Authors and Affiliations
About the author
She graduated from the Lew Klein College of Media and Communication (formerly School of Communications and Theater) of Temple University, USA, as one of the youngest Ph.D.s in the history of the College. Prior to that, she obtained her Master’s degree from the London School of Economics. She has lived in nine cities in five time zones.
Bibliographic Information
Book Title: The Rational Homo Psychologicus
Book Subtitle: Creating Thoughtful Businesses
Authors: H. Y. Story
DOI: https://doi.org/10.1007/978-981-32-9503-2
Publisher: Palgrave Macmillan Singapore
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2020
Hardcover ISBN: 978-981-32-9502-5Published: 15 October 2019
Softcover ISBN: 978-981-32-9505-6Published: 15 October 2020
eBook ISBN: 978-981-32-9503-2Published: 28 September 2019
Edition Number: 1
Number of Pages: XVII, 185
Number of Illustrations: 2 b/w illustrations, 2 illustrations in colour
Topics: Branding, Asian Business, Asian Economics