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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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Exchanging agencies

Exchanging agencies

The case of NetOnNet

(p.50) 3 Exchanging agencies
Reconnecting Marketing to Markets

Johan Hagberg

Oxford University Press

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.

Keywords:   exchange dyads, configuration of agents, modes of exchange, agencements, retailing, consumer electronics

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