The ant and the consumer

Paul Ormerod (Chairman of Post‐Orthodox Economics. He has formerly been head of The Economist's economic assessment unit, director of economics at the Henley Centre for Forecasting and a visiting professor of economics at London and Manchester.)

Measuring Business Excellence

ISSN: 1368-3047

Publication date: 1 April 1998


In the English county of Cornwall the annual invading army of tourists which are its biggest source of income are referred to unkindly as ‘emmets’, an ancient word for ‘ants’. Yet the observed behaviour of real life ants suggests that the locals have instinctively hit on a model which has enormous implications for any industry or business trying to understand how its consumer market works.


Ormerod, P. (1998), "The ant and the consumer", Measuring Business Excellence, Vol. 2 No. 4, pp. 38-43.

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Copyright © 1998, MCB UP Limited

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