Trading bads and goods

Dan Neyland and Elena Simakova

in Reconnecting Marketing to Markets

Published in print November 2010 | ISBN: 9780199578061
Published online January 2012 | e-ISBN: 9780191738043 | DOI:
Trading bads and goods

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This chapter engages with the performativity of economics in the context of marketing practices. It explores the currency of notions such as market and trade in the construction of Fair Trade clothing. It identifies and analyses three distinct forms of Fair Trade market making. In order to do so, it first offers an introduction to Fair Trade. Second, it explores in more depth, using empirical material, three versions of Fair Trade market making. Third, it engages with two complexities — of changing perceptions of markets and the relations of worlds and goods — in order to provide a distinct take on market practices. Finally the chapter concludes with an assessment of the analytical opportunities offered by ‘hybrid forums’ for understanding the performativity of markets.

Keywords: Fair Trade; market practices; performativity; hybrid forums; clothing

Chapter.  8803 words. 

Subjects: Marketing

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