The case of NetOnNet
This chapter questions the assumption that buyers and sellers in dyadic exchanges arrive at the exchange fully configured. Instead, it suggests that market agents are shaped by the exchange process as much as they shape it. It reports on a study of a consumer electronics retailer in Sweden. It analyses the configuration of exchange and agencies based on a detailed empirical account, including observations from shopping online and the opening of a warehouse shop. Based on this account, the chapter argues that agents participating in exchange are heterogeneous entities; that exchange processes require the assembling and disassembling of agencies; that the buyer and seller are mutually configured; and that different modes of exchange require different buyer and seller configurations.
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