市場とは対話である。
James Surowiecki,Communicating Commercial Conversations
なかなか深い考察が簡単にされている。アカロフ、スペンス、ハーシュマンが取り上げられており、情報の経済学やハーシュマンのexit,voiceの議論が短い文章にうまくまとめられている。
それを踏まえて、
Now, though, everything is up in the air. The tools to change communication from a monologue to a dialogue are already with us, most obviously on the Internet, where customers are already having very loud conversations with each other on sites such as Amazon.com (nasdaq: AMZN - news - people ) and ePinions and throughout the blogosphere.
……
As a result, commerce is going to increasingly shift away from older forms of communication--signaling and advertising will be both less necessary and less effective because consumers can now get good information from so many sources--toward something that resembles a real conversation. In effect, voice will replace exit.
と続き、
Some steps are already being taken in this direction, with some companies tapping these prediction markets for insight into what customers want and others actually opening up their design processes to their customers. But there is a long way to go. In the end, for commerce to really communicate, information needs to flow in both directions. Companies are very good at talking. Now they need to start listening.
