The Collective Imperative: Thriving in Chaotic, Out of Control and 'Normal' Markets



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Collectives (aggregations of people bound by a common action or opinion and outside the control of the enterprise) affect the success of every enterprise. This research explores what we mean by the collective and how business executives should incorporate it in their planning.

Table of Contents

  • Analysis
    • 1.0 Introduction
    • 2.0 "The Collective"
      • 2.1 Power Shift
      • 2.2 Definitions
      • 2.3 Underlying Trends
      • 2.4 The Loss of Trust
      • 2.5 The Fragmentation of Media
    • 3.0 Externalizing Business Processes to the Collective
      • 3.1 No Enterprise is an Island
      • 3.2 No Enterprise Controls the Collective
      • 3.3 Higher Order Phenomena Emerge
      • 3.4 Buyer Behavior
      • 3.5 Beyond Customers and Order Taking
    • 4.0 The Collective and Related Concepts
    • 5.0 The History of Collective: A Story Arc
    • 6.0 Preliminary Action Planning
  • Recommended Reading
© 2009 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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