1 Kotler Philip and Armstrong Gray (1996). Principles of Marketing, 7th Edition, Prentice Hall, p.12. 2 As Boston Consulting Group's Philip Evans notes, traditionally "sellers have economies of scale in manipulating information that buyers don't. Sellers spend an enormous amount of time and money understanding the competition, the choice, the patterns of behavior. It's called. Consumers don't do that because they don't have the economies of scale as individual buyers that, say, Procter & Gamble as an individual seller has. Individual consumers don't have their own marketing department, or rather a purchasing department". From an interview with the author, April 1999. Also see Evans, Philip (1999). Blown to Bits, Harvard Business School Press. 3 Hagel John and Singer Marc (1999). Net Worth // Harvard Business School Press. 4 See for instance Haeckel Stephan (1999). Adaptive Enterprise // Harvard Business School Pres; Womack James and Jones Dan (1996). Lean Thinking // Simon and Schuster. 5 Quoted in Kelly Kevin (1998). New Rules for the New Economy // Fourth Estate, p.59. 6 Hagel and Singer, ref. 3 above, p. 232. 7 Author interview, March 2000. 8 Wehling, Robert, internal memo to all regional P&G managers, June 1995. 9 North Douglas C. (1990). Institutions, Institutional Change, and Economic Performance // Cambridge University Press, p. 28. 10 Butle, Patrick, Hall Ted W., Hanna, Alistair M., Mendonca, Lenny, Auguste, Byron, Manyika, James and Sahay, Anupam (1997). A revolution in interaction // McKinsey Quarterly, No. 1, p. 4-24. 11 Fitzgerald Niall (1988). A man with a mission // Market Leader, Autumn. 12 Author interview, June 2000.