Tinkering with market actors

Liv Fries

in Reconnecting Marketing to Markets

Published in print November 2010 | ISBN: 9780199578061
Published online January 2012 | e-ISBN: 9780191738043 | DOI:
Tinkering with market actors

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This chapter presents a case study which shows how a business association (Almega) assists member-firms in achieving agency in relation to the independent spheres of politics and markets, and how it configures them as collective actors in those spheres or more precisely, as agencements. First, the business association provided detailed guidance as to how member-firms should act in the separate spheres. In relation to markets, Almega's employees developed models and sometimes disciplined the members into acting in the interest of the association, or even in the interest of future members of the association. Secondly, member firms and associations within Almega were grouped together into various temporary agencements that could act within the political sphere. The combined actions resulted in dual agency since Almega (as an association) and its members were configured differently in relation to the political and economic spheres.

Keywords: agency; business association; interest association; collective action; agencements

Chapter.  8625 words. 

Subjects: Marketing

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