This section covers a wide range of new approaches to a crucial area of economics. It addresses the impact of game theory, the new institutional economics and the interaction of economics and business strategy.

A popular account of the early evolution of markets. The book features a large number of cases - including the development of the Internet, the early evolution of the car market, semi-conductors, television, mobile phones and personal computers, and the failure of genetically modified food and quadrophonic sounds. These cases are woven into a general narrative which highlights the unusual features of how very young markets evolve, and provides a straightforward and non-technical explanation of why things typically happen this way.