Authors: Ian F. Wilkinson; Madeleine Beekman
Social insect colonies and marketing systems are examples of complex adaptive systems. We illustrate how we can gain insight about the behaviour and performance of marketing organisations from the study of social insects. We explain how honey bees have evolved strategies to improve their foraging behaviour that depend on imprecise direction, the clustered texture of their environment and the variety of bees in a hive. We discuss the implications of this for trading off the benefits of exploration versus exploitation strategies in markets, as well as the limits of such comparisons.
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Publish Year: 2004
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