Markets and the Arts of Attachment by Franck Cochoy Joe Deville Liz McFall

Author:Franck Cochoy, Joe Deville, Liz McFall [Franck Cochoy, Joe Deville, Liz McFall]
Language: eng
Format: epub
Tags: Nonfiction, Social & Cultural Studies, Social Science, Sociology
ISBN: 9781317445975
Publisher: Taylor and Francis
Published: 2017-05-18T04:00:00+00:00

Instrumentality and open-endedness in the production of attachments

The reader might feel that the terms chosen to define the dimensions of relationship have a positive undertone, insisting on the active and open-ended dimension of attachments at stake. One may even take those terms as describing the features of relationship in a realm other than the market – the realm of friendship ties for instance: ‘my friend’ is typically someone who is available for me, has an acquaintanceship with my concerns, is ready to establish a liaison and enter into conversation with me. Those terms may be used to evoke what a market organisation is searching for when it tries to develop an open-ended and active relationship with customers. However, a customer relationship is very different from a friendship, and some more instrumental dimensions enter into account in the attachments at stake. Qualifying what comes under instrumentality or open-endedness is a quite difficult analytic task. In the scope of the present reflection, I will only provide some brief suggestions and examples illustrating how these issues concretely manifest in the field – and illustrating also that they would need further and more systematic examination.

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