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The Digital Future of Management by MIT Sloan Management Review

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The Power of Product Recommendation Networks

New research on the structure of product recommendation networks reveals how demand flows among products — and that has important implications for marketers.

We all know that colds, the flu, and other diseases are contagious. They spread from one person to another, with different individuals displaying varying degrees of susceptibility. Similarly, ideas and information can be contagious. Online social networks like Facebook and Twitter amplify the spread of concepts and content — sometimes to such a degree that they’re said to be “going viral.” This phenomenon can play a role in marketing, as customers spread awareness of ...

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