Predicting the unpredictable – agent-based models for marketing research
David G. BakkenHarris Interactive, United States
Roger A. ParkerBoeing Commercial Airplanes, United States
INTRODUCTION
In his best-selling book The Tipping Point, author Malcolm Gladwell describes the resurgence of the Hush Puppies brand of casual footwear. Hush Puppies came to prominence in the early 1960s with comfortable, stylish shoes made from suede pigskin. The shoes were often dyed in bright colors such as blue or red, and for a while became a “must-have” item among at least some adolescents. The brand was supported with clever and memorable...