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Post-Modern Tribes as a Marketing Tool

Post-Modern Tribes as a Marketing Tool

Laura A. Ripamonti, Armando Cirrincione
Copyright: © 2008 |Pages: 7
ISBN13: 9781599048857|ISBN10: 159904885X|EISBN13: 9781599048864
DOI: 10.4018/978-1-59904-885-7.ch163
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MLA

Ripamonti, Laura A., and Armando Cirrincione. "Post-Modern Tribes as a Marketing Tool." Encyclopedia of Networked and Virtual Organizations, edited by Goran D. Putnik and Maria Manuela Cruz-Cunha, IGI Global, 2008, pp. 1238-1244. https://doi.org/10.4018/978-1-59904-885-7.ch163

APA

Ripamonti, L. A. & Cirrincione, A. (2008). Post-Modern Tribes as a Marketing Tool. In G. Putnik & M. Cruz-Cunha (Eds.), Encyclopedia of Networked and Virtual Organizations (pp. 1238-1244). IGI Global. https://doi.org/10.4018/978-1-59904-885-7.ch163

Chicago

Ripamonti, Laura A., and Armando Cirrincione. "Post-Modern Tribes as a Marketing Tool." In Encyclopedia of Networked and Virtual Organizations, edited by Goran D. Putnik and Maria Manuela Cruz-Cunha, 1238-1244. Hershey, PA: IGI Global, 2008. https://doi.org/10.4018/978-1-59904-885-7.ch163

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Abstract

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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