Journal article
Playing the infinite game: marketing in the postindustrialeconomy
Journal of Customer Behaviour, Vol.9(4), pp.345-355
2010
Abstract
As traditional paradigms crack under pressure in the post-industrial economy, concepts about producer/customer relationships are taking centre stage. This paper uses the metaphor of an infinite game to richly and succinctly describe the interdependent relationship in the value co-creation paradigm. The paper explores implications stemming from shared power, a proposed ethos for academia and industry, and a further discussion. The authors also analyse the use of metaphor as a tool for richer understanding of new ideas.",
Details
- Title
- Playing the infinite game: marketing in the postindustrialeconomy
- Authors/Creators
- N. Collins (Author/Creator)J. Murphy (Author/Creator)
- Publication Details
- Journal of Customer Behaviour, Vol.9(4), pp.345-355
- Publisher
- Westburn Publishers Ltd
- Identifiers
- 991005542387307891
- Copyright
- Westburn Publishers Ltd
- Murdoch Affiliation
- Do not use- Former Murdoch Business School
- Language
- English
- Resource Type
- Journal article
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