Post-Modern Tribes as a Marketing Tool

Post-Modern Tribes as a Marketing Tool

Laura A. Ripamonti (Università degli Studi di Milano, Italy) and Armando Cirrincione (Università Bocconi, Italy)
DOI: 10.4018/978-1-60960-100-3.ch421


In 1994, Peters (1994) claimed that we are experiencing crazy times and that calls for crazy organizations. As a matter of fact, we are embedded into a complex and “transitional” historical phase, that philosophers and social scientists define “post-modernity.” This phase is characterized by a progressive skepticism towards the exasperated individualism generated by the liberation movements and towards the rationalism of the modern period. This shifting of perspective does not crystallize in any specific movement, but, on the contrary, it is a mosaic composed by a plurality of different ideologies.

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