ESCP Europe

This book shows how to tap social media and consumer psychological insights to achieve a single, concrete goal. It reveals the four "wings" of the dragonfly effect and how they work together to produce colossal results : features original case studies of global organizations like the Gap, Starbucks, Kiva, Nike, eBay, Facebook ; and start-ups like Groupon and COOKPAD, showing how they achieve social good and customer loyalty ; leverage the power of design thinking and psychological research with practical strategies ; reveals how everyday people achieve unprecedented results-whether finding an almost impossible bone marrow match for a friend, raising millions for cancer research, or electing the current president of the United States...