Playing the infinite game: marketing in the postindustrial economy

Collins, N. and Murphy, J. (2010) Playing the infinite game: marketing in the postindustrial economy. Journal of Customer Behaviour, 9 (4). pp. 345-355.

Abstract

As traditional paradigms crack under pressure in the post-industrial economy, concepts about producer/customer relationships are taking centre stage. This paper uses the metaphor of an infinite game to richly and succinctly describe the interdependent relationship in the value co-creation paradigm. The paper explores implications stemming from shared power, a proposed ethos for academia and industry, and a further discussion. The authors also analyse the use of metaphor as a tool for richer understanding of new ideas.",