A powerful new business tool to enable you to identify, capture and sustain the forces that lead to 'hits' in the market. What makes a hit, a hit? How does a movie like Titanic captivate the public's eye - and break box office records worldwide? What set the Spice Girls apart from the countless other bands struggling to make it big.? What forces ...
A powerful new business tool to enable you to identify, capture and sustain the forces that lead to 'hits' in the market. What makes a hit, a hit? How does a movie like Titanic captivate the public's eye - and break box office records worldwide? What set the Spice Girls apart from the countless other bands struggling to make it big.? What forces thrust Captain Corelli's Mandolin to the top of the bestsellers book chart and enabled it to remain there for months? Just how do hits' happen? In this book, leading market consultant Winslow Farrell offers a breakthrough approach uncovering the hidden patterns behind hits.Applying Complexity theory - the science that examines the interactions of various factors in complex systems - to modern businessproblems, Farrell sheds light on the intricate world of consumer behaviour. In doing so, he helps managers to identify the emerging patterns and forces that lead to a hit and the triggers that will enable business es to capture and sustain that hit.
New in new dust jacket. Signed by author. SHIP DAILY from NJ; GIFT-ABLE as NEW RARE SIGNED-BY-AUTHOR FIRST, fresh, NEW w/DJ NEW AS SHOWN THIS COVER. Sewn binding. Paper over boards. With dust jacket. 256 p. Audience: General/trade. 9048 9048--What makes a hit a hit? How does a movie like "Titanic" captivate the publics eye--and break box office records worldwide? What set Hootie & the Blowfish apart from countless other bands struggling to make it big--enabling them to sell more than 13 million copies of their debut album? What forces thrust Tickle Me Elmo to the top of every child's Christmas list last year, creating a feeding frenzy and waiting lists several months long? Just how do hits happen? Managers and marketing gurus alike have struggled to find the answers for years. Using outdated strategies and theories, they make foggy predictions based on past performance. Yet no matter how much research and marketing money you pour into a product, the biggest hits always seem to come out of the blue. But do they really? In "How Hits Happen, " Winslow Farrell, partner in the Emergent Solutions Group at Cooper & Lybrand, offers a breakthrough approach to uncovering the hidden patterns behind hits. Applying complexity theory--the science that examines the interactions of various factors in complex systems--to modern business problems. "How Hits Happen" reveals how the actions of synthetic customers shed light on consumer behavior in the natural world. These computer-generated "consumers" embody quirks and contradictions, motivations and behaviors that uncannily resemble our own. They shop, go to movies, listen to music, and form cliques--in turn making or breaking the virtual products they're confronted with. Motivated by popularity, product placement, advertising, and simple preferences, their purchases are a powerful predictor of the next giant hit...or the next huge flop. "How Hits Happen" turns thefindings of this technology into a practical, accessible guide to consumer behavior for businesspeople everywhere, from marketing managers to management consultants, strategic planners to small-business owners. Fascinating, compelling, and truly revolutionary, it reveals invaluable lessons for managers in any real-life industry. Advanced Praise for "How Hits Happen" "A mind-bending exploration of the nonlinear dynamics of fads, fashions, and high-tech markets. If you are contemplating creating new markets in this world of increasing return economics, read this provocative book."--John Seely Brown, Chief Scientist, Xerox Corporation, and Director, Xerox Palo Alto Research Center " "How Hits Happen" is a lively and eminently practical condensation of the complexity sciences and their implications for product and marketing innovation. Farrell dispels old myths and delivers a wealth of new ideas that will forever change the way you think about how hits happen."--Paul Saffo, Director, Institute for the Future
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