This paper advocates a change in how the research industry understands the consumer. The prevailing empiricist approach to the management sciences should be abandoned and consumer markets would better be regarded as complex adaptive systems. The paper concludes by providing suggestions for developing future thinking on this topic. This paper was joint winner of the Best New Thinking award at the 2003 Market Research Society conference.
CITATION STYLE
Oldridge, M. (2003). The rise of the stupid network effect. In International Journal of Market Research (Vol. 45). Market Research Society. https://doi.org/10.1177/147078530304500305
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