What does an oil barrel have to do with cheesecake? Why does an effective company not necessarily make the biggest profits? Why is a pricing law the exception and not the norm?


Bruno Hollnagel has developed an economic way of thinking that explains all these connections and economic events without contradictions. He considers not only the rational but also the irrational, intuitive aspects of economic behavior. This makes him more realistic and instructive than traditional economic schools of thought.


Hollnagel's approach focuses on the players and so takes into consideration all the motives that condition human business behavior. People strive to fulfill their needs and desires by way of their economic acts. This is neither free of errors nor incomplete. And the same applies to the economic systems created by humans. Business is full of contradictions and misconceptions. Relativity economics sees the whole picture. It acknowledges the relativity of things and factors in human motives and errors.


This book will change our perception of economics and provide profitable, instructive and timely insights.