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This paper draws on ideas in economics and game theory to develop a new theory of marketing and corporate communication in the emerging network economy. We argue that in a network economy, firms and consumers will confront `coordination problems.' With the emerging network economy all this become urgent because the availability and cost of information decreases. Also, timing issues becomes crucial as millions of people get access to the same information simultaneously. That explain why events where masses of viewers simultaneously participate in the same events become so important. We introduce a simple game theoretic model to explain this, and discuss marketing applications and possible strategies.Key wordsCoordination problems, common knowledge, corporate communication

Publication information

Original languageEnglish
Place of PublicationKøbenhavn
PublisherLindhardt & Ringhof
Number of pages15
ISBN (print)8791181585
StatePublished - 2003

ID: 42604