The Tipping Point:

The Flame of the Word of Mouth in Marketing

Abstract

The idea of tipping point has got significant importance in the discourse of sociology, physics, environmental science, natural disaster and epidemic management. Malcolm Gladwell, a British-Canadian journalist, wrote the book titled ‘The Tipping Point: How Little Things Can Make a Big Difference’ in the year 2000. It caught the attention of readers within a very short period of time and the book triumphed with the best seller list both nationally and internationally. Malcolm defined the tipping point as a magical moment when an idea, trend or behavior crosses a threshold and spreads like the flame of fire. The phenomenon is compared with contagious diseases such as cold, cough and influenza whereas a small idea or incident can create a significant change in our life.