Hyperorganizations: Communication and the Grammars of the Marketplace

In examining marketplace communication we find compelling evidence of the formation of something we call a hyperorganization, a communicatively constituted social network that exists across or outside the boundaries of a formal organization and whose members engage in meaningful co-production and consumption. A theory of the hyperorganization has the potential to unify such similar constructs as consumption subcultures and brand communities with such disparate constructs as boycotts and supply chains. We discuss the discovery of the hyperorganization and some of its implications for consumer behavior and marketing.


Diane Martin and John Schouten (2006) ,"Hyperorganizations: Communication and the Grammars of the Marketplace", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 202-208.


Diane Martin, University of Portland, USA
John Schouten, University of Portland, USA


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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