Murdoch University Research Repository

Welcome to the Murdoch University Research Repository

The Murdoch University Research Repository is an open access digital collection of research
created by Murdoch University staff, researchers and postgraduate students.

Learn more

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.

Link to Published Version: http://dx.doi.org/10.1362/147539210X543556
*Subscription may be required

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.",

Item Type: Journal Article
Murdoch Affiliation(s): Murdoch Business School
Publisher: Westburn Publishers Ltd
Copyright: Westburn Publishers Ltd
URI: http://researchrepository.murdoch.edu.au/id/eprint/4027
Item Control Page Item Control Page