The Complexity Turn

Cultural, Management, and Marketing Applications

  • Arch G. Woodside

Table of contents

  1. Front Matter
    Pages i-xxv
  2. Esteban R. Brenes, Luciano Ciravegna, Arch G. Woodside
    Pages 21-66
  3. James Po-Hsun Hsiao, Chyi Jaw, Tzung-Cheng Huan, Arch G. Woodside
    Pages 67-104
  4. Arch G. Woodside
    Pages 105-132
  5. Arch G. Woodside, Pedro Mir Bernal, Alicia Coduras
    Pages 133-183
  6. Back Matter
    Pages 249-254

About this book


This book takes the reader beyond net effects and main and interaction effects thinking and methods. Complexity theory includes the tenet that recipes are more important than ingredients—any one antecedent (X) condition is insufficient for a consistent outcome (Y) (e.g., success or failure) even though the presence of certain antecedents may be necessary. A second tenet: modeling contrarian cases is useful because a high or low score for any given antecedent condition (X) associates with a high Y, low Y, and is irrelevant for high/low Y in some recipes in the same data set. Third tenet: equifinality happens—several recipes indicate high/low outcomes.


Algorithms Asymmetry Configurations Contrarian case analysis Equifinality Fuzzy-set qualitative comparative analysis

Editors and affiliations

  • Arch G. Woodside
    • 1
  1. 1.Department of MarketingBoston CollegeChestnut HillUSA

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