The Power of Customer Misbehavior

1. Introduction
Michael Fisher, Martin Abbott, Kalle Lyytinen

2. Why is Viral Growth Important?
Michael Fisher, Martin Abbott, Kalle Lyytinen

3. Technological Factors
Michael Fisher, Martin Abbott, Kalle Lyytinen

4. The Viral Model
Michael Fisher, Martin Abbott, Kalle Lyytinen

5. The Concept of Self-Identity
Michael Fisher, Martin Abbott, Kalle Lyytinen

6. Identity and Self-Verification
Michael Fisher, Martin Abbott, Kalle Lyytinen

7. Seeing and Being Seen
Michael Fisher, Martin Abbott, Kalle Lyytinen

8. Getting it Right
Michael Fisher, Martin Abbott, Kalle Lyytinen

9. Getting it Wrong
Michael Fisher, Martin Abbott, Kalle Lyytinen

10. Conclusion
Michael Fisher, Martin Abbott, Kalle Lyytinen

Keywords: Business and Management, Market Research/Competitive Intelligence, Corporate Communication/Public Relations, e-Business/e-Commerce, Marketing, Customer Relationship Management, Development Economics