Toward a General Theory of Competitive Rationality
提出竞争理性理论，认为企业成功取决于营销规划者的不完美程序理性，整合经济心理学、信息经济学与奥地利学派思想，对管理者和学者有启示。
The author develops a theory of competitive rationality that proposes a firm's success depends on the imperfect procedural rationality of its marketing planners. Theories of economic psychology and information economics are integrated with the Austrian economic school of thought and with marketing management concepts and scholarship. Implications for managers and scholars are discussed.