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The 7th Revolution Marketing the Chaosian Paradox bt20120606_slide_share6

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The 7th Revolution Marketing the Chaosian Paradox bt20120606_slide_share6

  1. 1. « The Quaternary Marketing » A new theory of marketing in the digital era and NBIC: The five revolutions of Marketing !Paris, 29th may 2012 Bruno TEBOUL
  2. 2. The author: Bruno TeboulCorporate Digital Marketing Director(The european leader in ICT)Master of Epistemology(1993 - University of Paris 12)Post Graduate Diploma in Cognitive Neurosciences(1994 - Ecole Polytechnique)Executive MBA(2003 - HEC/UCLA)PhD student in Marketing & Management Science(2012 University Paris-Dauphine) Bruno Teboul
  3. 3. The 7th Marketing Revolution « The Chaosian Paradox » Bruno Teboul
  4. 4. The 7th marketing revolution: « The Chaosian Paradox »The turbulence of the current situation in whichmarketing is joined by chaos theory is that it generateschange, different ways to approach problems, a newparadigm.The Chaosian Paradox is defined by the situation inwhich marketing is now caught in a vise between theimpact of digital and the discoveries of NBIC that refuteits traditional foundations.This door of upheaval is in itself the result of thechange, it is this "chaotic" tension in which marketing isinexorably bound to change, a profound change, aseries of paradigm shifts that will forge a chaosianparadox (within the meaning of E. Lorenz). Bruno Teboul
  5. 5. The 7th marketing revolution: « The Chaosian Paradox »Chaos theory of order in the disorder is essential tounderstanding the emergence of the new.Chaos is both a random process in that it generates aphenomena that is unpredictable, and also deterministicbecause we can define the area of occurrence of thisphenomenoa (deterministic chaos) that converges to anattractor . Bruno Teboul
  6. 6. The 7th marketing revolution: « The Chaosian Paradox »From Chaos to Complexity in strategic planning the « ChaosTheory has the potential to contribute valuable insights into thenature of complex systems in the business world. However, caremust be taken when reading popular accounts of chaos in themanagement literature.As is often the case with the introduction of a new managementmetaphor, "chaos" tends to be suddenly seen in almost allmanagerial systems (Levy, 1994). Recent research on complexsystems in physics and biology has revealed that chaos is onlyone of four possible states into which the behaviour of complexsystems may be classified.More importantly, it shows that systems do not tend to gravitatetowards chaotic behaviour but rather towards an area ofcomplexity between chaos and order. » Bruno Teboul
  7. 7. The 7th marketing revolution: « The Chaosian Paradox » Edward Lorenz It should not be confused indeed chaotic systems (subject to the principle of sensitive dependence on initial conditions or "butterfly effect", and thus assume initial conditions stable), and adaptive systems (or co-evolutionary) which instead have learning to change behaviors to serve the same purpose. Bruno Teboul
  8. 8. The 7th marketing revolution: « The Chaosian Paradox » To accept the new paradigm, one must have, in the words of Joel de Rosnay, "understanding by synthesis rather than analysis." He explained that the turbulence of the current social situation joined the chaos theory in that it generates change, different ways to approach problems, and a new paradigm. In contrast, the order in place since the early fifties, which favors stability and stiffness, caused more and more problems to adapt to the different socio- economic conditions of the last 90 years. Bruno Teboul