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Editorial.

Publication: International Journal of Market Research
Publication Date: 22-SEP-03 		Format: Online - approximately 682 words
Delivery: Immediate Online Access

Article Excerpt
The word 'provocative' in the sense of being challenging, thought-provoking and interesting, will hopefully come to your lips as you read the papers in this issue of IJMR.

Applying a great deal of lateral thinking, Mark Oldridge (whose paper shared the Best New Thinking Award from the 2003 MRS Conference) suggests an alternative route to understanding consumers and the business of advertising today. We are reminded that life has changed: 'the research business has to operate in a world that is smaller, faster, richer and more adaptable than ever before'. The author contends that complex adaptive systems thinking can help us...

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