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The Complexity Turn

Cultural, Management, and Marketing Applications

Edited by Arch G. Woodside
Format: Hardback
Publisher: Springer International Publishing AG, Cham, Switzerland
Published: 23rd Feb 2017
Dimensions: w 156mm h 234mm d 17mm
Weight: 574g
ISBN-10: 3319470264
ISBN-13: 9783319470269
Barcode No: 9783319470269
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Synopsis
This book takes the reader beyond net effects and main and interaction effects thinking and methods. Complexity theory includes the tenet that recipes are more important than ingredients-any one antecedent (X) condition is insufficient for a consistent outcome (Y) (e.g., success or failure) even though the presence of certain antecedents may be necessary. A second tenet: modeling contrarian cases is useful because a high or low score for any given antecedent condition (X) associates with a high Y, low Y, and is irrelevant for high/low Y in some recipes in the same data set. Third tenet: equifinality happens-several recipes indicate high/low outcomes.

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