"Markets are a classic case of a complex adaptive system (CAS). Mathematicians developed CASs as a distinct category between systems that are ordered but very complicated, like the flight deck of a modern airliner, and outright chaotic systems, like weather, which is subject to the famous “butterfly effect.
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Because CASs don’t obey ordinary laws of cause and effect, we have to throw out the simplistic view of markets as supply-and-demand curves. Also heading for the trash can is the old, linear view of strategy as a detailed master plan drawn up in phase one and executed in phase two.
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The firm is one of the agents or actors, inside the market system. Although CASs don’t follow ordinary cause and effect in a way that even an expert consultant can predict, they are amenable to a degree of influence by their parts, and those include the firm.
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CAS tells us that markets will continually evolve and that we’ll have to deal with it! ... They do not pre-exist as eternal givens. Neither do they pop magically into and out of existence, nor are they fixed while they’re around."
Trechos retirados de SMASH: Using Market Shaping to Design New Strategies for Innovation, Value Creation, and Growth de Kaj Storbacka e Suvi Nenonen.
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