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The Network Challenge: Strategy, Profit, and Risk in an Interlinked World by Robert E. Gunther, Yoram Wind, Paul R. Kleindorfer

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12. Complexity Theory: Making Sense of Network Effects

Colin Crook

Abstract

As Colin Crook explores in this chapter, complexity theory offers valuable insights into the interactions of complex systems such as networked enterprises. Complexity theory addresses the “network effects” that result from interactions between many individual actors. This chapter examines the implications of this theory for business, and how these effects influence key management areas such as making sense, strategy, and organization. Crook explores issues such as fads and crowds, using information and technology, and the use of agent-based simulations. Finally, he explores the shifts in management thinking, and business education, needed to utilize complexity theory—a ...

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