POSITIVE LINKING: HOW NETWORKS CAN REVOLUTIONISE THE WORLD (BEYOND NUDGE: A NEW APPROACH TO NETWORKS AND BEHAVIOURAL ECONOMICS (NEW TITLE: POSITIVE LINKING))

Book ID/图书代码： 04560012B52551

English Summary/英文概要： A groundbreaking and accessible work of economics, linking nudge and network theory for the first time.

According to Paul Ormerod, author of the bestselling Butterfly Economics and Why Most Things Fail, the mechanistic viewpoint of conventional economics is drastically limited - because it cannot comprehend the vital nature of networks. As our societies become ever more dynamic and intertwined, network effects on every level are increasingly profound. ’Nudge theory’ is popular, but only part of the answer. To grapple successfully with the current financial crisis, businesses and politicians need to grasp the perils and possibilities of Positive Linking. Our social and economic worlds have been revolutionised by a massive increase in our awareness of the choices, decisions, behaviours and opinions of other people. For the first time in human history, more than half of us live in cities, and this, combined with the Internet, has transformed communications. Network effects - the fact that a person can and often does decide to change his or her behaviour simply on the basis of copying what others do - pervade the modern world. As Ormerod shows, network effects make conventional approaches to policy, whether in the public or corporate sectors, much more likely to fail. But they open up the possibility of truly ’Positive Linking’ - of more subtle, effective and successful policies, ones which harness our knowledge of network effects and how they work in practice.

Chinese Summary/中文概要： 一部為推動連結和網路理論第一次提出了具有開創性的和更為實用的經濟類書籍。

根據暢銷書《蝴蝶效應經濟學》和《達爾文經濟學》的作者保羅•奧默羅德，指出機械地看待傳統經濟學是具有一定局限性的—— 因為傳統的論點無法理解網路舉足輕重的性質。當我們的社會變得更具有充滿活力和錯綜複雜時，網路效應對每一階層的深遠影響日益加深。‘推動理論’正在普及，但這一流行的理論只是答案的其中一部分。要成功地應對當前的金融危機，企業和政治家需要不僅要掌握潛在的危機感，還要掌握積極連結的發展潛力可能性。我們的社會和經濟世界已經被自身大規模增長的潛意識驅動下的選擇，決定，行為和他人的意見所改變。在人類歷史上第一次，超過一半的我們生活在城市裡，而這一點，連同互聯網的普及，改變了我們以往的交流方式。網路效應—— 事實證明一個人能夠時常決定改變他或（她）的行為模式，完全複製他人的行為，這一模式遍及現代世界。就像奧默羅德所示，網路效應使得政策方針更為大眾所接受，無論是在公共場所或是企業公司部門，更有可能的只是曇花一現。但他們開始真正實施‘積極連結’的發展戰略可能性—— 更為巧妙地，有效地和成功地政策方針，運用我們對於網路效應和實踐中的操作知識。(Sandy)

Awards/获奖情况："A book that deserves to be read."---The Sunday Times

"This is stirring stuff … a literate antidote to economic nonsense."---Focus

"Engrossing and entertaining…a comprehensible analysis of human rationality, and the limits of its ability to control the world."---Sunday Telegraph

"Ormerod writes fluently with a merciful lack of equations and hardcore statistics... gripping stuff."---Financial Times

"Punchy and entertaining ... the real importance of what Ormerod is saying goes far beyond economics. It is exhilarating."---New Statesman

About the Author/作者介绍： 保羅•奧默羅德，英國經濟學家、暢銷書作家，被譽為“非正統經濟學家”，是“憂鬱科學”的代表人物。先後畢業于劍橋大學和牛津大學，曾擔任《經濟學家》雜誌經濟評估部主任、亨利預測中心負責人、倫敦和曼徹特經濟學客座教授，現任後正統經濟學會主席。奧默羅德先生既是經濟學前沿領域的代表人物，又是一位善於把高端知識普及給大眾的好手，他的另外幾本著作，包括《經濟學的死亡》、《演化與滅絕》等都在國際上大受歡迎。
Paul Ormerod is the author of The Death of Economics, Butterfly Economics and Why Most Things Fail. He studied economics at Cambridge and his career has spanned the academic and practical business worlds, including working at the Economist and as a director of the Henley Centre for Forecasting. He is a Fellow of the British Academy of Social Science and has been awarded a DSchonoris causafor his contribution to economics by the University of Durham.

Format:TRADE PAPERBACK

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE(到期可授)

Complex/Traditional Chinese/繁体中文：AVAILABLE

Sales in other countries/其他国家销售情况：

原文第一章内容：暂无

手稿：暂无

大纲：暂无