The Complexity Turn Cultural, Management, and Marketing Applications
This book takes the reader beyond net effects and main and interaction effects thinking and methods. Complexity theory includes the tenet that recipes are more important than ingredients—any one antecedent (X) condition is insufficient for a consistent ou
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The Complexity Turn Cultural, Management, and Marketing Applications
The Complexity Turn
Arch G. Woodside Editor
The Complexity Turn Cultural, Management, and Marketing Applications
Editor Arch G. Woodside Department of Marketing Boston College Chestnut Hill Massachusetts, USA
ISBN 978-3-319-47026-9 ISBN 978-3-319-47028-3 DOI 10.1007/978-3-319-47028-3
(eBook)
Library of Congress Control Number: 2016963232 © Springer International Publishing AG 2017 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Preface
“Taking the complexity turn” in the behavioral and management sciences (BMS) refers to embracing a paradigm shift away from symmetric thinking in theory construction and data analysis. The researcher adopts an algorithm and asymmetric alternative paradigm in theory construction and data analysis. The asymmetric perspective includes discarding null hypothesis statistical testing (NHST) and applies “somewhat precise outcome test” (SPOT). While NHST is the dominant logic in behavioral and management science, Hubbard’s (2016) review of the severe limitations of NHST is convincing. While Hubbard (2016) mentions that precise outcome modeling can be possible in BMS, he does not provide convincing examples of what to do and how to do it. This book fills in this gap. This book presents details and examples of how to do SPOT. Embracing the complexity turn in research matches case-based data analysis with case-based theory construction. Doing so overcomes the pervasive mismatch of case-based theory construction with variable-based data analysis that Fiss (2007) describes in the management research literature. The complexity turn includes apply
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