International records / OpenAlex research

Production Theory Revisited: Aligning Output Decisions with Evolving Consumer Behaviour in the Digital Age

The digital age has unsettled the epistemological foundations of classical production theory. Traditionally conceived as a deterministic relationship between inputs and outputs, production has long been treated as a technical process governed by efficiency and equilibrium. Yet, the rise of algorithmic consumption, real-time data feedback, and behavioural personalisation has rendered this framework increasingly obsolete. This paper conceptually re-examines production theory through a behavioural and informational lens, proposing the notion of behavioural elasticity - the capacity of producers t…