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Chaos theory and the dynamics of marketing systems

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Abstract

Chaos theory is not well understood or appreciated in marketing, yet it offers a way of improving understanding of marketing systems. A brief introduction to chaos theory is given. Its relevance to marketing is then illustrated through a discussion of different types of marketing models that can result in complex dynamics, including chaos. Next, techniques for detecting the presence of chaos in the behavior of real systems are reviewed. Finally, the implications of chaos theory for marketing theory and practice are discussed.

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Authors and Affiliations

  1. the University of New South Wales, Australia

    Brynn Hibbert

  2. the University of Western Sydney, Nepean

    Ian F. Wilkinson

Authors
  1. Brynn Hibbert
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  2. Ian F. Wilkinson
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Additional information

He arrived from London University to take the chair of Analytical Chemistry in 1987 with a background in physical chemistry. His interest in chaos stems from work on fractals—those wiggly shapes that appear to be so ubiquitous in nature. A chance meeting with Professor Wilkinson allowed him to use his computing skills in an unusual (for him) area of research.

He has been a visiting professor at various U.S. and European universities, including the University of California at Berkeley, the University of Cincinnati, Temple University, and the Stockholm School of Economics. His research focuses on the dynamics of Marketing systems, interfirm relations, and international marketing. His work has been published in journals such as theJournal of the Academy of Market Science, Journal of Macromarketing, Industrial Marketing Management, Journal of Applied Psychology, and theEuropean Journal of Marketing.

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Hibbert, B., Wilkinson, I.F. Chaos theory and the dynamics of marketing systems. JAMS 22, 218–233 (1994). https://doi.org/10.1177/0092070394223003

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