Playing the infinite game: marketing in the post-industrial economy

Author: Collins Nathalie   Murphy Jamie  

Publisher: Westburn Publishers Ltd

ISSN: 1475-3928

Source: Journal of Customer Behaviour, Vol.9, Iss.4, 2010-12, pp. : 345-355

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

As traditional paradigms crack under pressure in the post-industrial economy, concepts about producer/customer relationships are taking centre stage. This paper uses the metaphor of an infinite game to richly and succinctly describe the interdependent relationship in the value co-creation paradigm. The paper explores implications stemming from shared power, a proposed ethos for academia and industry, and a further discussion. The authors also analyse the use of metaphor as a tool for richer understanding of new ideas.