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dc.contributor.authorWoodside, Arch
dc.date.accessioned2017-06-23T03:03:00Z
dc.date.available2017-06-23T03:03:00Z
dc.date.created2017-06-23T02:46:06Z
dc.date.issued2017
dc.identifier.citationWoodside, A. 2017. The complexity turn: Cultural, management, and marketing applications. Cham, Switzerland: Springer.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/53991
dc.identifier.doi10.1007/978-3-319-47028-3
dc.description.abstract

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.

dc.titleThe complexity turn: Cultural, management, and marketing applications
dc.typeBook
dcterms.source.startPage1
dcterms.source.endPage254
dcterms.source.isbn9783319470283
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available


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