1 Table of Contents: “...8. The territorial impulse: culture conflicts and turf wars : The corporate ivory tower ; When...”

2 “... Obsession: Rising Costs and Falling Margins 8. The Territorial Impulse: Culture Conflicts and Turf Wars 9...”

3 Table of Contents: “... harmonies -- Society : the ultimate stakeholder -- Culture : the secret ingredient -- Lessons learned...”

4 “... changing their culture and generating every form of value that matters: emotional, experiential, social...”

5 “... Design "cultural fusion": Embed local tradition, history, language, and taste Democratize the offer: Make...”