Chaos in Markets

Prof Rajagopal

Chapter 1 in The Butterfly Effect in Competitive Markets, 2015, pp 3-29 from Palgrave Macmillan

Abstract: Abstract Globalization has created new challenges for firms to survive in the competitive marketplace. Most firms have adapted their policies to stay innovative and have applied new technologies in products and services to gain competitive advantage. Simultaneously consumer buying dynamics have also become unstable due to continuous innovations and improvements in products and services using user-friendly technologies. This chapter discusses how small changes drive large effects in the market amidst the chaos of market competition. The chapter will argue that expectations of companies on market behavior, and the degree of freedom consumers have to drive demand for products and services, prompt problems and challenges for companies in the competitive marketplace. By allowing changes in the products and services offered through innovation and technology, firms encourage small market changes to drive macro and sustainable shifts in consumer behavior. Companies that encourage such strategies are prone to spread chaos in the market by driving high vulnerability into competing companies and their business growth. The chapter addresses the explanation for this apparent paradox, which lies in the butterfly effect of a firm through the convergence of market dynamism, globalization, and the evolving role of the consumer from passive recipient to active co-creator of market behavior. This chapter also discusses the attributes of random versus rational consumer decision-making in chaotic markets.

Keywords: Market Share; Global Market; Competitive Market; Marketing Strategy; Market Competition (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-43497-5_1

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DOI: 10.1057/9781137434975_1

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