On Teaching Marketing Strategy: Looking to the Future

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, marketing strategy journalThe future is here and we are still in shock. Wave after wave of global social changes continue to accelerate. Toffler categorized these large scale shifts in his sequel to Future Shock with. His description of the three waves of history starts with the post Neolithic Agricultural Revolution through to the Industrial Revolution, and finally into the present day post-industrial society of the Information Age. His prognosis begs the question. What is the fourth wave to be? Ohmae responds to this question with the proposition that a shift will occur, from the present dominance of left-brained rational thinking to more inclusion of right- brained intuitive thinking. This shift will constitute the fourth wave.

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