Paper Summary:

This paper is an analysis of Malcolm Gladwell's,"The Tipping Point- How Little Things Can Make A Big Difference." It reviews the different theories posited in the book about how to market a product, the different factors that need to be considered when bringing a new product to market. Using examples from the book, the paper looks at what triggers were involved in turning around the images of Kentucky Fried Chicken and Hush Puppies. The paper suggests the ability to manipulate the 'tipping point' was key to their successful turnaround.

From the Paper:

"Yet another thought is that if social trends start slow and then pick up in momentum to become a tidal wave, marketers can well prepare for an anticipated "tipping point" by laying the ground for it in advance. Suppose, for example, socio-cultural forecasts predict an overwhelming increase in teenage boys who think "violence is uncool" and that "true machismo lies in outwitting and outmaneuvering your opponent". As a marketing manager of an entertainment brand such as a TV network, or video games, one could well prepare for such an eventuality by slowly and steadily bringing in at first, niche programming, that offers intelligentsia games and increasing the marketing weight behind such products as the trend favoring such type of entertainment increases. By doing so, it would be possible to be ready for "the tipping point.'"

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