including scenarios, political risk and application of chaos theory. The paper outlines a framework for classifying shocks …

chaos and complexity theory lens.Design/Methodology/Approach: Since chaos and complexity theories are proposed as a good …, using complexity theory tounderstand how to cope in complex, turbulent environments is necessary, but has not been widely … researched. In fact,most chaos and complexity theory work in marketing has concentrated on marketing strategy, with little …

marketsare complex adaptive systems, using complexity theory to increase understanding of how to cope incomplex and turbulent …

theory to develop marketing tactics could be helpful in turbulent environments.Research limitations/implications: The …

characteristic of chaos theory, sensitive dependence on initial conditions (the butterfly effect) is at work in word of mouth. This … paper reviews word of mouth literature from a chaos/complexity theory perspective. Using a multiple case study approach, the … mouth proactively, and that it is an effective marketing tool for turbulent environments. Furthermore, chaos theory is shown …