Whole Foods Market's Tipping Point

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In his book, The Tipping Point: How little things can make a big difference (2000), Malcolm Gladwell highlights the power of intelligent action and the potential of little changes for starting epidemics. Concepts such as the law of few, the stickiness factor, and the power of context arouse epidemics both in macro-level and in micro-level. In detail, the law of few affirms the influence on communication. Connectors, mavens, and salesmen each has abilities to conjoin, collect, and cajole; they distribute information globally. The stickiness factor refers to a technique, which emphasize and allow information to stick in the minds of consumers. Last, the power of context stresses that both individual’s reaction and community’s cohesion can lead to epidemic. Gladwell, intelligently, collects the secret keys to successful business. Through adequately use in three crucial concepts, Whole Foods Market has successfully tipped by building dreamer’s visions, capturing customer’s attention, and investing firm’s long-term future.
The organic food market tipped during the early 1980s, before Whole Foods Market ever existed. However, the organic farming concept occurred in England 40 years before it tipped in the United States. After years of agricultural research’s experiences and observations, Sir Albert Howard gradually evolved a philosophy and a concept of organic farming (Heckman, 2006). Organic farming was about recycling crops and livestock back to the soil in order to escalate soil fertility. This method quickly spread in Europe; however, it was not until USDA published Report and Recommendation on Organic Farming then brought significant appreciation to the United States. In 1980’s, several policies such as the Organic Foods Producti...

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Heckman , J. (2006). A history of organic farming: Transitions from sir albert howard's war in the soil to usda national organic program. Renewable Agriculture and Food Systems, 21(03), 143-150. Retrieved from http://journals.cambridge.org/action/displayAbstract?fromPage=online&aid=693124
Neubert, R. (2012). Definitions of market and branding terms. Retrieved from http://www.neubertweb.com/definitions.html
Slater, S. (2005). Successful development and commercialization of technological innovation: Insights based on strategy type. The Journal of Product Innovation Management, 23(1), 26-33. Retrieved from http://onlinelibrary.wiley.com/doi/10.1111/j.1540-5885.2005.00178.x/citedby
Whole Foods Market (2014). Whole foods markets history . Retrieved from http://www.wholefoodsmarket.com/company-info/whole-foods-market-history

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