Revisiting the Importance of Detachment in the Dynamics of Competition: Lessons from the marketing of an uncertain product

Le Velly Ronan, Goulet Frédéric. 2015. Revisiting the Importance of Detachment in the Dynamics of Competition: Lessons from the marketing of an uncertain product. Journal of Cultural Economy, 8 (6) : 689-704.

Résumé : In this paper, we adopt the framework of analysis of the economy of qualities [Callon, M., Méadel, C. & Rabeharisoa, V. (2002) 'The economy of qualities', Economy and Society, vol. 31, no. 2, pp. 194–217] to describe the sales and marketing practices of a French farm supply company whose products have uncertain characteristics and disputed effects. We show that this uncertainty leads sales staff of the company to develop an argument designed to generate attachments but also, and even more importantly, detachments. We also show that these detachments and attachments do not just concern the farmer, the company and its products. To understand the competitive dynamics involved here, it is also necessary to focus on the associations that are broken and established with natural entities, actors in the supply chain, institutions of agricultural science and conceptions of the farming profession.

Mots-clés Agrovoc : agriculture, marché, marketing, vente, qualité, concurrence économique, théorie économique, incertitude statistique, produit agricole, enquête, agriculteur

Mots-clés complémentaires : Filière

Mots-clés libres : Actor-network theory, Agriculture, Detachment, Qualities, Market, Uncertainty

Classification Agris : E70 - Commerce, commercialisation et distribution
E16 - Économie de la production

Champ stratégique Cirad : Axe 3 (2014-2018) - Alimentation durable

Auteurs et affiliations

• Le Velly Ronan, Montpellier SupAgro (FRA)
• Goulet Frédéric, CIRAD-ES-UMR INNOVATION (ARG) ORCID: 0000-0001-8735-6146

Source : Cirad-Agritrop (https://agritrop.cirad.fr/577209/)

Métriques

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