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Reconnecting Marketing to Markets$
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Luis Araujo, John Finch, and Hans Kjellberg

Print publication date: 2010

Print ISBN-13: 9780199578061

Published to Oxford Scholarship Online: January 2012

DOI: 10.1093/acprof:oso/9780199578061.001.0001

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Tinkering with market actors

Tinkering with market actors

How a business association's practices contribute to dual agency

Chapter:
(p.138) 7 Tinkering with market actors
Source:
Reconnecting Marketing to Markets
Author(s):

Liv Fries

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199578061.003.0008

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

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