Why doesn't the best always win?

Kyle Findlay

Big brands enjoy a disproportionate advantage over smaller brands. Network theory can help explain how this advantage works and it helps marketers to understand the ebb and flow of social influence.

Why doesn't the best always win?

Kyle Findlay

Markets are not fair Big brands enjoy a disproportionate advantage over smaller brands. And, not only do they have more customers, but their customers use the brand more frequently. Kyle Findlay looks to network theory to explain how this advantage works

In orderto understand how market share forms, we must agree that markets are inherently social constructs. We either define ourselves in terms of society (for example by the clothes we wear and the music we listen to) or against it (perhaps by joining a counter-culture group such as...

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