 FROM THE METAPHYSICS OF THE MARKET TO THE PRESCRIPTION OF COLLECTIVE MARKET ACTIONDE LA METAPHYSIQUE DU MARCHÉ A LA PRESCRIPTION DE L'ACTION COLLECTIVE MARCHANDEThomas Stenger ()
Post-Print from HAL Abstract: With Hatchuel's theory of prescription, it is now possible to move beyond market metaphysics and focus more specifically on collective market action. This approach fully integrates consumer and marketing research into management sciences. It involves a rigorous examination of the combinations of knowledge and relationships (K/R) that constitute collective market action. Marketing research has every interest in setting itself the goal of understanding, critiquing, and designing the prescriptive relationships of market activity. Considering the distribution of prescription in commercial exchange makes it possible to define different service models and to break free from the overly strict dichotomy covered by the terms supply and demand. The research perspectives offered by taking into account all the prescription relationships that constitute any collective commercial action are also likely to contribute to the re-establishment of a more responsible form of marketing. Keywords: marketing; prescripteur; prescription; marché (search for similar items in EconPapers) Published in ESKA. Repenser l'agir moderne : rationalités créatives, entreprises responsables et périls communs. Autour des travaux d'Armand Hatchuel, ESKA, 2025, 978-2747235211 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05529903 Access Statistics for this paper More papers in Post-Print from HAL |
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