Predicting the unpredictable - agent-based models for marketing research

Tipping points, viral marketing, the butterfly effect – marketers today want to understand and take advantage of these “emergent” phenomena.

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...

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