The Rise Of The Stupid Network Effect
Mark Oldridge Ogilvy London
Introduction
Advertising has not yet found its Newton.
(Lord Saatchi, The Times, February 2002)
Leaving aside the delusions of grandeur (if that's really what we are looking for),...
The rise of the stupid network effect
This paper advocates a change in how the research industry understands the consumer. The prevailing empiricist approach to the management sciences should be abandoned and consumer markets would be better regarded as complex adaptive systems.
