Counter‐revolutionary forces in the information revolution: Entrepreneurial action, information intensity and market transformation

Many analysts claim that global systems of information management have become singularly important in explaining market transformation. In contrast, an entrepreneurial tradition in marketing thought suggests an alternative to the contemporary exaltation of information and information management. In this tradition, information intensity becomes an endogenous and increasingly manageable consequence of the process of transformation. Suggests that, by attracting global technological homogeneity, industry‐wide information intensity can plant the seeds of its own destruction as a revolutionary force.