CHAOS THEORY AND MARKETING

Chaos Theory is based on a system approach: it can be overall applicable to meteorology (in 1980, for the first time, scientists tried out that it is possible having definite information about weather within a time-limit: 24, 48, 72 hours at the most, because the so-called butterfly effect : by its little wing’s movement, a butterfly can cause unexpected change and has an influence on wind’s force and direction; this theory is also applicable to Art and different views about Time and Space dynamism, that succeeded one another during historical evolution. It is applicable, at also, to Business, market, Company’s organization. There are many aspects we have to think carefully about in that case:

1. It’s necessary understanding that there is a connection between the Company and the client and it is always unsettled, but never out of control. Interaction between company and client is generally changeable.
2. It’s important taking into consideration that a same marketing action can get different results, one from each other.
3. It’s important considering the so-called butterfly effect: one Management change, as much as a cooperation agreement between two Companies or the introduction of a new product or competitor may completely modify Market’s framework.
4. Planning is essential: there’s need to plan in a dynamic way, short-medium term and also make provision for alternatives and check real results in order to bring improvements.

In the context of a chaotic situation, as much as possible information are needed to do business; making use of it functionally, coherently and creatively is required.

Giuseppe Monti

Thank you very much for your cooperation
The editorial staff