There is a ton of good research out there if you are looking to better understand this current wave of innovation that is shaking up business. Below are some resources that we believe you will find useful.
Books
We’re super biased in this recommendation, but how could we not, since this does represent our thinking: The Hyper-Social Organization. You can read more about it here and of course join our Facebook page to stay up to date on related content and events.
Here are some other books we like:
Research papers and interesting articles:
- David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik, “The Consumer Decision Journey,” McKinsey Quarterly, June 2009, http://www.mckinseyquarterly.com/The_consumer_decision_journey_2373 – a paper describing the new buying cycle and how 60-80% of all buying decisions happen with nobody from your company involved.
- Bernard Cova and Veronique Cova, “Tribal Marketing: The Tribalisation of Society and Its Impact on the Conduct of Marketing,” revised paper for European Journal of Marketing Special Issue, “Societal Marketing in 2002 and Beyond, Visionary Marketing,” January 2001, http://visionarymarketing.com/_repository/wanadoo/cova-tribe-2001.pdf.
- Dan Ariely and Jonathan Levav, “Sequential Choice in Group Settings; Taking the Road Less Traveled and Less Enjoyed,” Journal of Consumer Research 27 (December 2000), p. 279, http://www.predictablyirrational.com/pdfs/groupvar.pdf.
- V. Kumar, J. Andrew Petersen, and Robert P. Leone, “How Valuable Is Word of Mouth?” Harvard Business Review, October 2007, http://hbr.org/2007/10/how-valuable-is-word-of-mouth/ar/1, for a discussion of the value of customer referrals.
- “Active Lurking: Enhancing the Value of In-House Online Communities through the Related Practices around the Online Communities,” CCI Working Paper 2007-006, MIT Sloan School of Management Working Paper 4646-07, April 1, 2007, http://ssrn.com/abstract=1041261.
