Corporate Communication in the Network Economy: Providing Common Knowledge

Publikation: Working paperForskning

64 Downloads (Pure)

Abstract

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.
OriginalsprogEngelsk
UdgivelsesstedKøbenhavn
UdgiverDepartment of Management, Politics and Philosophy, CBS
Antal sider14
ISBN (Trykt)8791181585
StatusUdgivet - 2003
NavnMPP Working Paper
Nummer17/2003
ISSN1396-2817

Emneord

  • Virksomhedens kommunikation
  • Markedskommunikation
  • Kognition
  • Netværksøkonomi

Citationsformater