TY - JOUR
T1 - The past and the future of business marketing theory
AU - Wilkinson, Ian F.
AU - Young, Louise C.
PY - 2013
Y1 - 2013
N2 - A complex systems approach to understanding and modelling business marketing systems is described. The focus is on the dynamics and evolution of such systems and the processes and mechanisms driving this, rather than the more usual comparative static, variables based statistical models. Order emerges in a self-organising, bottom up way from the local or micro actions and interactions of those involved. We describe the development of our thinking regarding this approach and its main features, including the development of agent based simulation models and the identification and modelling of underlying mechanisms and processes. We conclude by discussing the implications of this approach for business marketing theory and research.
AB - A complex systems approach to understanding and modelling business marketing systems is described. The focus is on the dynamics and evolution of such systems and the processes and mechanisms driving this, rather than the more usual comparative static, variables based statistical models. Order emerges in a self-organising, bottom up way from the local or micro actions and interactions of those involved. We describe the development of our thinking regarding this approach and its main features, including the development of agent based simulation models and the identification and modelling of underlying mechanisms and processes. We conclude by discussing the implications of this approach for business marketing theory and research.
UR - http://handle.uws.edu.au:8081/1959.7/531007
U2 - 10.1016/j.indmarman.2013.02.007
DO - 10.1016/j.indmarman.2013.02.007
M3 - Article
SN - 0019-8501
VL - 42
SP - 394
EP - 404
JO - Industrial Marketing Management
JF - Industrial Marketing Management
IS - 3
ER -