After hype : the business of taming the digital economy / Neil Pollock, Robin Williams

Format:

Book

Author/Creator:

Pollock, Neil, 1967- author.

Williams, Robin, 1952 November 13- author.

Language:

English

Subjects (All):

Management.

Technological innovations.

management.

Physical Description:

1 online resource

Place of Publication:

Cambridge : Cambridge University Press, 2026

Summary:

"From artificial intelligence (AI) to quantum computing, every new technology is surrounded by 'hype' – but what exactly is hype, and how does it work? This is the first book to take hype seriously, showing how it is made, managed, and mobilised across today's innovation landscapes. Far from being just empty talk, hype has become a structured practice and even a business in its own right. The authors uncover the machinery that drives markets, guides innovation, and shapes whole promissory economies. They also initiate 'Hype Studies' – a new way of understanding how innovation unfolds in the digital age and beyond. After Hype not only establishes hype as a serious object of study but also reveals it to be one of the most powerful yet overlooked forces shaping and influencing our technological future"-- Cambridge Core

Contents:

What is hype?

Decision-making about unpredictable technology futures

The second most important pitch

Cool vendors

Navigating the hype cycle

Categorising the sea of hype

Managing the metrics

Managed channels in the wild sea of hype

Towards hype studies

Notes:

Includes bibliographical references and index

Online resource; title from PDF title page (Cambridge Core, viewed May 8, 2026)

Other Format:

Print version: Pollock, Neil, 1967- After hype

ISBN:

9781009644013

1009644017

9781009644037

1009644033

OCLC:

1588478405

Publisher Number:

CIPO000365829

CIPO000374368

Access Restriction:

Some versions: Open access versions available from some providers open access