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The Complexity Turn: Cultural, Management, and Marketing Applications

The Complexity Turn: Cultural, Management, and Marketing Applications

Hardcover

Business GeneralMarketingGeneral Sociology

ISBN10: 3319470264
ISBN13: 9783319470269
Publisher: Springer
Published: Feb 23 2017
Pages: 254
Weight: 1.26
Height: 0.69 Width: 6.14 Depth: 9.21
Language: English
This book takes the reader beyond net effects and main and interaction effects thinking and methods. Complexity theory includes the tenet that recipes are more important than ingredients--any one antecedent (X) condition is insufficient for a consistent outcome (Y) (e.g., success or failure) even though the presence of certain antecedents may be necessary. A second tenet: modeling contrarian cases is useful because a high or low score for any given antecedent condition (X) associates with a high Y, low Y, and is irrelevant for high/low Y in some recipes in the same data set. Third tenet: equifinality happens--several recipes indicate high/low outcomes.

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