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Unintended Interaction: How Subjective Interpretation Generates New Business

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Executive Summary

The purpose of this paper is to show the role of unintended interaction. Unintended interaction is defined as a process which amplifies the cognitions, in which a certain event is regarded as critically important. Through the two years of field research, the authors found a typical case showing how interactions created new business unintend. Research method: This paper is based on the two years of field research observing the change in the relationship between GEHC and Chugai. During this period both companies were studied extensively. They had large amounts of information about them since the early stages of SAS to the end of the settlement of it.

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