The Entrepreneur and the Customers: a Quiet Conflict

• Authors: Airaksinen Timo
• Languages of publication: PL EN

Abstracts

EN

From the point of view of conflict theory, I argue for the following pessimistic conclusion: a silent conflict of interests exists between the entrepreneur and the customer, as the former must advertise and promote his/her innovations and merchandise. It looks innocent enough, but by doing so, the entrepreneur interferes with the needs and desires of the customer, and especially with the latter’s conditional needs even when the customer does not appreciate it, or when the entrepreneur does it against the customer’s will. From the customer’s point of view, it is disturbing and negatively affects his/her happiness level. What are, therefore, the responsibilities of the entrepreneur? I provide a detailed analysis of the concept of need and desire, and explain how desires develop on the basis of the desirability of objects of desire. It shall allow us to see how desires can be manipulated and, perhaps, how such manipulation can be avoided.

Keywords

EN

desire; need; marketing; conflict; customer

• Publisher: Uniwersytet Warszawski. Wydział Nauk Ekonomicznych
• Journal: Problemy Zarządzania
• Year: 2018
• Issue: 6/2018 (80), t.2
• Pages: 52-67

Dates

published

2019-01-08

Contributors

author

Airaksinen Timo

• University of Helsinki, Faculty of Social Science/Practical

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Identifiers

ISSN

1644-9584

DOI

10.7172/1644-9584.80.4