Purpose – The purpose of this paper is to describe the difficulties encountered by researchers who are looking to operationalise theoretical memetics and provide a methodological avenue for studies that can test meme theory. Design/methodology/approach – The application of evolutionary...

Purpose – The initial purpose of this paper is to review the explanatory power that memetics promised for socio‐cultural evolutionary theory, for organisational adaptation, and emergent patterns of traits. Second, to argue that philosophical accusations and premature demands have retarded a...