nep-hme New Economics Papers
on Heterodox Microeconomics
Issue of 2016‒10‒30
nineteen papers chosen by
Carlo D’Ippoliti
Università degli Studi di Roma “La Sapienza”

  1. Schumpeter, Veblen and Bourdieu on Institutions and the Formation of Habits By Bögenhold, Dieter; Michaelides, Panayotis G.; Papageorgiou, Theofanis
  2. Garegnani on a way to avoid the value capital endowment in Wicksell (1898) By Petri, Fabio
  3. Micro-dynamics in regional transition paths to sustainability - an analysis of organizational and institutional change in Augsburg’s transition topology By Simone Strambach; Gesa Pflitsch
  4. Les deux critiques du capitalisme numérique By Sebastien Broca
  5. Deleveraging crises and deep recessions: a behavioural approach By Pascal Seppecher; Isabelle Salle
  6. A mixed methods approach for the integration of urban design and economic evaluation: industrial heritage and urban regeneration in China By Mauro Berta; Marta Bottero; Valentina Ferretti
  7. Endogenous Growth in Production Networks By Stanislao Gualdi; Antoine Mandel
  8. Financial Literacy: Thai Middle Class Women Do Not Lag behind By Antonia Grohmann; Olaf Hübler; Roy Kouwenberg; Lukas Menkhoff
  9. Nature and significance of Islamic economics By Hasan, Zubair
  10. When Growth Obliges: Social Responsibility of Farms in Light of the Technological Treadmill By Balmann, Alfons; Chatalova, Lioudmila; Valentinov, Vladislav; Gagalyuk, Taras
  11. How Spatial Pricing Affects Cooperative Members’ Switching Decisions By Viergutz, Tim; Zubek, Nana; Schulze-Ehlers, Birgit
  12. Le mythe de l'entreprise d'équilibre By David Cayla
  13. Growth and structural transformation in Viet Nam during the 2000s By Dang Thi Thu Hoai; Finn Tarp; Dirk van Seventer; Ho Cong Hoa.
  14. Current Emotion Research in Economics By Wälde, Klaus; Moors, Agnes
  15. Development and Application of Regional Employment IO Model (Japanese) By NAKAMURA Ryohei
  16. On the Effects of Employers' Work-Life Balance Policy and Restricted Regular Employment Policy on Gender Wage Gap (Japanese) By YAMAGUCHI Kazuo
  17. Diversifikation und Arbeitszufriedenheit – trifft die These von Marx und Engels auf Landwirte zu? By Mann, Stefan; Besser, Tim
  18. Flexible and Secure Labour Market Transitions: Towards Institutional Capacity Building in the Digital Economy By Schmid, Günther
  19. La segmentation ethnique en marketing : un outil de maintien de la domination sociale en France. By Sondes Zouaghi

  1. By: Bögenhold, Dieter; Michaelides, Panayotis G.; Papageorgiou, Theofanis
    Abstract: As we know, Joseph Alois Schumpeter is one of the greatest economists of all times, while Thorstein Veblen is an economist and sociologist who made seminal contributions to the social sciences. Pierre Bourdieu, meanwhile, is one of the most famous structural sociologists, who has consistently worked on economic dynamics. These three scholars have laid the foundations of a socioeconomic perspective. However, several important aspects of their works remain less widely discussed, or even inadequately explored in a comparative manner. Of course, investigating the origins of their ideas in evolutionary and institutional economics and re-evaluating comparatively the influences that shaped their works is quite useful for promoting dialogue between Economics and Sociology. Within this framework, this essay focuses on the conceptual relationship between Schumpeter, Veblen and Bourdieu. Evolution and Change shape the economic life in their respective works and, in such a framework a central point of their analyses is the interdependence between the cultural, social and economic spheres. Furthermore, an economic sociology is built around the concept of habit formation. The three great authors’ systemic views focus on the various institutions and other aspects of cultural, social and economic life, where habits are formed and cover diverse fields and notions such as Consumption, Preferences, Art, Knowledge, Banking and even Capitalism. For instance, all three social scientists acknowledged the fact that the internal dynamics of capitalism introduce structural instabilities into the economic system. Also, they recognized that research and knowledge development is a collective social process. However, from a methodological perspective, their main emphasis is on the emerging dynamic evolution of habits, which is perceived as the interruption of already existing social norms and the conflict between routine and change. Several differences between Schumpeter, Veblen and Bourdieu are observed and analysed and ideas for future research are presented.
    Keywords: Schumpeter, Veblen, Bourdieu, Habits, Consumption, Capitalism
    JEL: B15 B25 B31
    Date: 2016
  2. By: Petri, Fabio (Università degli Studi di Siena (University of Siena))
    Abstract: Pierangelo Garegnani has argued that the value capital endowment could have been avoided in Knut Wicksell’s long-period general equilibrium in Value, Capital and Rent (1898); the capital endowment might have been speci-fied as an amount of labour embodied in the economy’s stock of capital goods, which would have avoided the vi-cious circle of a factor endowment dependent on the prices the equilibrium must determine. The paper argues that this thesis cannot be accepted.
    Keywords: capital endowment; long-period general equilibrium; Wicksell; Garegnani
    JEL: B13 D50
    Date: 2015–04
  3. By: Simone Strambach (Department of Geography, Philipps University Marburg); Gesa Pflitsch (Department of Geography, Philipps University Marburg)
    Abstract: While there has recently been an increased interest in urban and regional transitions to sustainability, there are little profound insights about the emergence, design and enforcement of regional transition paths to sustainability (RTPS). The latter are characterized by organizational and institutional dynamics that affect multiple regimes and cannot fully be captured with the niche-regime categories of the multilevel perspective (MLP). This paper is therefore based on recent approaches from evolutionary economic geography (EEG) that focus on how actors at the micro- level use the plasticity of paths to enact change. The transition path and underlying micro-dynamics over more than 30 years in the Augsburg region revealed in an empirical study are visualized in the form of a transition topology. The results show that RTPS are not a determined process which follows a prescribed course of events from the beginning. Actors use the interpretative flexibility of institutions and establish organizational proximity between different institutional logics to break up institutional consolidations and allow new configurations within the path.
    Keywords: Sustainability transitions, regional paths, institutional change,organizational change, micro-dynamics
    JEL: B52 D83 Q01 R11
    Date: 2016–08
  4. By: Sebastien Broca (CEPN - Centre d'Economie de l'Université Paris Nord - Université Paris 13 - USPC - Université Sorbonne Paris Cité - CNRS - Centre National de la Recherche Scientifique)
    Abstract: Cet article cherche à mettre en lien l'évolution de l'économie numérique au cours des années 2000 avec deux critiques qui lui ont été successivement adressées : la critique de la propriétarisation de l'information et la critique du digital labour. Je m'appuie pour cela sur le cadre théorique proposé par Luc Boltanski et Ève Chiapello, qui montrent dans Le nouvel esprit du capitalisme qu'il existe un jeu dialectique permanent, en vertu duquel ce qui nie le capitalisme à un moment donné devient ultérieurement une nouvelle ressource pour son affirmation symbolique et matérielle. L'hypothèse de l'article est ainsi que la critique de la propriétarisation de l'information, portée par les acteurs du logiciel libre, des Creative Commons ou de l'open access, a été largement incorporée par l'économie numérique, comme le montre le succès actuel de business models reposant moins sur l'appropriation privative des ressources informationnelles que sur la participation gracieuse des utilisateurs à la création de valeur. Cette « incorporation » a ouvert la voix à un deuxième type de critique, celle du digital labour, qui ne porte plus sur les entraves à la circulation de l'information et du savoir, mais sur les formes de travail et les modalités de répartition de la valeur qui sont au cœur du (nouveau) capitalisme numérique. L'article analyse les ressorts (et certaines limites) de cette deuxième critique d'inspiration marxiste, qui substitue à un discours axé sur les libertés individuelles et le droit un discours centré sur le travail et les structures économiques.
    Keywords: logiciel libre,digital labour,critique,capitalisme numérique,Chiapello,Boltanski
    Date: 2015–01–05
  5. By: Pascal Seppecher (GREDEG - Groupe de Recherche en Droit, Economie et Gestion - UNS - Université Nice Sophia Antipolis - CNRS - Centre National de la Recherche Scientifique, CEPN - Centre d'Economie de l'Université Paris Nord - Université Paris 13 - USPC - Université Sorbonne Paris Cité - CNRS - Centre National de la Recherche Scientifique); Isabelle Salle (CeNDEF - Center for Nonlinear Dynamics in Economics and Finance - Universiteit van Amsterdam, GREThA - Groupe de Recherche en Economie Théorique et Appliquée - Université Montesquieu - Bordeaux 4 - CNRS - Centre National de la Recherche Scientifique)
    Abstract: Macroeconomic dynamics are characterized by alternating patterns of periods of relative stability and large swings. Standard micro-founded macro-economic models account for these patterns through exogenous and persistent shocks. In this paper, we develop a fully decentralized and micro-founded macro-economic agent-based model, augmented with an opinion model, which produces endogenous waves of pessimism and optimism that feed back into firms' leverage and households' precautionary saving behaviour. A major emergent property of our model is precisely the complex successions of stable and unstable macro-economic regimes. The model is further able to account for a wide spectrum of macro-and micro empirical regularities. Within this framework, we analyse a series of macro-economic phenomena of key relevance in the current macro-economic debate, especially the occurrence of deleveraging crises and Fisherian debt-deflation recessions. Our analysis suggests that the relative dynamics of prices and wages and the resulting income distribution along a deflation-ary path are critical determinants of the severity of the recession, and the chances of recovery.
    Keywords: Agent-based modelling,Deleveraging crisis,Opinion dynamics,Prices-wages dynamics
    Date: 2014–10–30
  6. By: Mauro Berta; Marta Bottero; Valentina Ferretti
    Abstract: This paper presents the early results of a study aimed at experimenting an innovative approach to the design and the evaluation of complex urban transformation processes, based on the combined use of different design strategies and tools. The purpose of the paper is to illustrate, by means of a case study, a multi-level decision aiding process, able to support strategic urban design, with specific reference to regeneration processes for abandoned industrial sites in urban areas. The case study presented in the paper concerns different alternative proposals for the requalification of the former Shougang/Er-Tong mechanical factory in Beijing, China. The choice of a Chinese case study as a field test for an experimentation about mixed methods research approaches in the domain of urban transformation is related to the peculiar emerging conditions of that context, in which huge economic potentials are speeding up the transformation but a substantial lack of cultural and methodological instruments to manage a so fast modification exists. During the design process, three methods in particular have been combined according to a multi-phase design: (i) Stakeholders Analysis, (ii) Multicriteria Analysis, and (iii) Discounted Cash Flow Analysis. Each one of them has been applied in parallel to the evolution of the different design scenarios. The results of the performed study show that mixed methods approaches are a promising line of research in the field of environmental evaluation and urban design. Insights and guidelines for the replication of the proposed methodological approach in other territorial contexts are also proposed.
    Keywords: multicriteria analysis; urban design; decision support; masterplanning; economic evaluation
    JEL: J50
    Date: 2016–09–28
  7. By: Stanislao Gualdi (CentraleSupélec); Antoine Mandel (PSE - Paris School of Economics, CES - Centre d'économie de la Sorbonne - UP1 - Université Panthéon-Sorbonne - CNRS - Centre National de la Recherche Scientifique)
    Abstract: We investigate the interplay between technological change and macroeconomic dynamics in an agent-based model of the formation of production networks. On the one hand, production networks form the structure that determines economic dynamics in the short run. On the other hand, their evolution reflects the long-term impacts of competition and innovation on the economy. We account for process innovation via increasing variety in the input mix and hence increasing connectivity in the network. In turn, product innovation induces a direct growth of the firm's productivity and the potential destruction of links. The interplay between both processes generate complex technological dynamics in which phases of process and product innovation successively dominate. The model reproduces a wealth of stylized facts about industrial dynamics and technological progress, in particular the persistence of heterogeneity among firms and Wright's law for the growth of productivity within a technological paradigm. We illustrate the potential of the model for the analysis of industrial policy via a preliminary set of policy experiments in which we investigate the impact on innovators' success of feed-in tariffs and of priority market access.
    Keywords: Production network,Network formation,Scale-free networks,Firms demographics,distribution of firms' size,Zipf law,general equilibrium,monopolistic competition,disequilibrium
    Date: 2016–04
  8. By: Antonia Grohmann; Olaf Hübler; Roy Kouwenberg; Lukas Menkhoff
    Abstract: This research studies the stylized fact of a “gender gap” in that women tend to have lower financial literacy than men. Our data which samples middle-class people from Bangkok does not show a gender gap. This result is not explained by men’s low financial literacy, nor by women’s high income and good education. Rather, it seems influenced by country characteristics on general gender equality and finance-related equality, such as little gender gaps regarding pupils’ mathematics abilities or secondary school enrollment, and women’s strong role in financial affairs. This may indicate ways to reduce the gender gap in financial literacy elsewhere.
    Keywords: financial literacy, financial behavior, gender gap, individual characteristics, societal norms, Thailand
    JEL: D14 J16 D91
    Date: 2016
  9. By: Hasan, Zubair
    Abstract: Islamic economics has of late landed in confusion and neglect and much concern is being voiced on this state of affairs. The divergence of views on various aspects of the subject tends to grow, cohesive efforts are missing. It is in this context that the present paper takes a look at the nature and significance of Islamic economics and examines the issues of its definition, nature and scope, the questions of methods and methodology, system approach, the problems that seems to hinder its growth, the challenges Islamic economics faces today and how the same can be faced. Since the differences between the Islamic and mainstream economic disciplines stem from the divergent worldviews that condition them, the discussion opens on the topic as background material. This paper is a part of draft Chapter of a book under preparation on Islamic economics and finance. Comments and suggestions are welcome but the paper or its parts cannot be put to any commercial or unfair use.
    Keywords: Islamic economics, Worldview, Methodology, Economic systems, Problems challenges. JEL. B10, B30, G20, K40, K20.
    JEL: B10 B30 G20 K20 K40
    Date: 2016–06
  10. By: Balmann, Alfons; Chatalova, Lioudmila; Valentinov, Vladislav; Gagalyuk, Taras
    Abstract: The agricultural sector in Germany, in the EU, and other industrialised countries remains in the spotlight of controversial societal debates that testify to an advancing alienation between modern agriculture and society. Key issues include animal welfare, environmental externalities, industrialisation of agricultural production, and extinction of family farms. As higher animal welfare or environmental standards are requested by society, the respective agricultural debates take on ideological tenors. The present paper addresses of the legitimacy of and the need for supporting the agricultural sector. We ask to what extent the existing economic conditions allow the agricultural sector on the one hand to benefit from agricultural innovations and on the other hand to meet societal expectations. The analysis builds on two concepts: the agricultural treadmill theory, which assumes the agricultural sector to be under a permanent economic pressure, and the concept of corporate social responsibility, which presumes that firms have an interest to comply with societal expectations. We describe and analyse the internal mechanisms of these concepts theoretically and conceptually. We then discuss opportunities which may help to overcome the increasing alienation of agriculture and society.
    Keywords: Environmental Economics and Policy, Livestock Production/Industries,
    Date: 2016
  11. By: Viergutz, Tim; Zubek, Nana; Schulze-Ehlers, Birgit
    Abstract: Structural change at both farmer and cooperative level has significantly altered the vertical relationships between them, with increased member switching activities resulting in negative economic impacts on cooperatives. This paper uses spatial panel modelling in combination with simulation approaches to identify the impact of prices and cooperative member density as well as competitors’ organizational form, production quantity and production growth on members’ switching decisions. With a unique data set we can show that these indicators determine switching decisions. Additionally, findings hint at the relevance of social interaction for members’ switching decisions.
    Keywords: agricultural cooperatives, switching behaviour, member loyalty, spatial price incentives, spatial interaction, Agricultural and Food Policy, Farm Management,
    Date: 2016
  12. By: David Cayla (Granem - Groupe de Recherche ANgevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)
    Abstract: La microéconomie et l’économie industrielle trouvent leurs origines dans l’approche marshallienne fondée sur l’équilibre partiel. De cette approche sont tirées les très classiques courbes d’offre et de demande. Or, cette conception du marché est fondée sur un certain nombre de postulats particulièrement problématiques. Le premier, le plus évident, est la négation du rôle de l’entreprise qu’a entraîné l’adoption du concept d’ « entreprise d’équilibre » (Pigou 1928). En effet, envisager un marché composé d’entreprises « moyennes » et toutes identiques évacue par avance toute question relative à leurs stratégies ou à leur impact sur le marché. Plus largement, la nécessité dans laquelle se trouvait Marshall d’établir une symétrie entre l’offre et la demande, ceci dans le seul objectif de rééquilibrer la théorie de la valeur en faveur de la demande, le contraint à introduire un certain nombre d’hypothèses très restrictives sur la fonction de coût (Sraffa 1925). L’objectif de cette contribution est de présenter une synthèse de la littérature et de montrer pourquoi ce modèle est inconciliable avec les théories de la firme contemporaines.
    Keywords: marché
    Date: 2015
  13. By: Dang Thi Thu Hoai; Finn Tarp; Dirk van Seventer; Ho Cong Hoa.
    Abstract: We study structural transformation and change in the Vietnamese economy using two Social Accounting Matrices (SAMs), one for the year 2000 and a recently compiled SAM for the year 2012. This period is of particular interest as it features an important shift in terms of more economic integration with the global economy. Several analytical approaches are taken, including comparisons and decomposition of multipliers and a decomposition of structural change. We observe significant changes in economic structure, and the results suggest that the Vietnamese economy has become internally more integrated over the period 2000–12, while moving from primary production (agriculture) towards more value adding manufacturing activities. This transformation has been broad-based and in large measure driven by external demand. We conclude that it will be challenging to sustain growth without bold moves in technological upgrading and measures geared towards even stronger internal economic integration.
    Keywords: SAM multipliers, structural change decomposition, structural transformation, Viet Nam
    Date: 2016
  14. By: Wälde, Klaus (University of Mainz); Moors, Agnes (KU Leuven)
    Abstract: Positive and negative feelings were central to the development of economics, especially in utility theory in classical economics. While neoclassical utility theory ignored feelings, behavioral economics more recently reintroduced feelings in utility theory. Beyond feelings, economic theorists use full-fledged specific emotions to explain behavior that otherwise could not be understood or they study emotions out of interest for the emotion itself. While some analyses display a strong overlap between psychological thinking and economic modelling, in most cases there is still a large gap between economic and psychological approaches to emotion research. Ways how to reduce this gap are discussed.
    Keywords: emotions, decision making, theory
    JEL: A12 B0 D03
    Date: 2016–10
  15. By: NAKAMURA Ryohei
    Abstract: The major concern for local municipalities aiming at regional vitalization is enhancing or maintaining employment rather than increasing regional income or output. This is becoming particularly important in the era of declining population. Using employment coefficients in the regional input-output (IO) table, we can calculate employment inducement effects for final demand by industrial sectors. However, the changing process of employment through industrial relations cannot be verified. To investigate the process, we need to construct a Leontief-type inverse matrix based on employment coefficients. In this study, we replace commodity price-based regional tables into employment-based IO tables and analyze the employment effects by the changes in final demand. Furthermore, endogenizing final consumption enables separation of the total inducement effects of employment change into the Leontief effect and the Keynes effect. By clarifying the relationship between economic base models and the predetermined IO model, we show that all industrial sectors including the service industries can become a basic industry, and accordingly, we can grasp the employment effect by treating all of the industries as basic industries. Traditionally, industries such as the primary industry and manufacturing industries were the predetermined basic industries. Those development of regional IO application would substantially contribute to policy making and implementation of a comprehensive regional strategy for local municipalities.
    Date: 2016–09
  16. By: YAMAGUCHI Kazuo
    Abstract: This paper examines whether certain diversity management policies promoting empowerment of women in Japanese firms increase women's wages and thereby decrease the gender wage gap. In particular, the study focuses on the influence of (1) employers' personnel policies that "encourage employees to fulfill their potential regardless of gender," (hereafter, the "GEO"-gender equality of opportunity-policy), along with (2) employers' systematic work-life balance (WLB) policies and (3) regular employment systems for employees with restricted location (hereafter, the "restricted regular employment" policy). The data employed for analysis are the linked Japanese employer and employee survey data from the 2009 International Comparative Survey on Work-Life Balance conducted by the Research Institute of Economy, Trade and Industry. There exist selection biases in employers' policies and measures since employees are not exposed to them randomly. This paper tries to eliminate the bias of observed employers' and employees' characteristics on policies and wages using a semiparametric propensity-score weighing that does not assume a parametric outcome equation for the determinants of individual wages. Furthermore, the paper makes a causal interpretation on the potential effect of unobserved employer characteristics assuming that such characteristics affect the mean wages of employees but not the gender wage gap within each firm. The analytical results are as follows: (1) Under the GEO policy, mean female wage increases and the gender wage gap decreases. (2) The effects of both the systematic WLB policy and the restricted regular employment policy depend on the presence of the GEO policy. If the GEO policy is present, both the WLB policy as well as the employment policy increase mean female wage and decrease the gender wage gap beyond the effect of the GEO policy. (3) Without the GEO policy, the presence of a systematic WLB policy instead increases the gender wage gap, while the restricted regular employment policy has no significant effect on the wage gap. (4) Hence, the WLB policy should be considered a double-edged sword, where its effect on the gender-wage gap reverses based on the presence of the GEO policy. On the other hand, the restricted regular employment policy has no such risk; it increases women's economic empowerment when combined with the GEO policy, and shows no detrimental effect without.
    Date: 2016–09
  17. By: Mann, Stefan; Besser, Tim
    Abstract: In den herkömmlichen Wirtschaftswissenschaften wurde viel Energie darauf verwendet, die Effizienzgewinne der Spezialisierung nachzuweisen, auch im Agrarsektor. Während die These von Marx und Engels, wonach die Diversifikation unseres Arbeitslebens unsere Arbeitszufriedenheit erhöhen würde, in den Sozialwissenschaft durchaus Aufmerksamkeit erzeugt wurde, wurde diese These für den Agrarsektor nie verifiziert, ungeachtet einer anwachsenden Literatur zu den Determinanten der Arbeitszufriedenheit. Dieser Beitrag nützt eine Umfrage unter schweizerischen und nordostdeutschen Landwirten, um zu zeigen, dass betriebliche Diversifikation die Arbeitszufriedenheit signifikant erhöht. Dies trifft auf die Anzahl der Produktlinien auf einem Landwirtschaftsbetrieb zu, aber auch auf nichtlandwirtschaftliche Aktivitäten auf dem Betrieb.
    Keywords: diversification, work satisfaction, agricultural systems, Consumer/Household Economics, Farm Management,
    Date: 2016
  18. By: Schmid, Günther (WZB - Social Science Research Center Berlin)
    Abstract: Industry 4.0 and robots are said to speed up productivity thereby inducing a 'quantum leap' towards the 'end of work' and calling for a complete change of social security institutions that have so far been closely linked to employment. Unconditional basic income is the cry of the day, curiously advocated in particular by, for example, employers in high-tech industries and modern financial or distributive services. In the name of freedom, liberty and flexibility they suggest a form of security without any institutional complexity. The hidden agenda in the remaining empty institutional black box, however, is the dream of freedom from any bureaucracy and painstaking negotiations between competing interests or even getting rid of any responsibility to the new risks related to the digital revolution. This paper argues that the productivity leap promise of the digital economy is far from empirical evidence and that the proper answer to the new world of work are active securities, fair risk-sharing between employees, employers and the state and 'negotiated flexicurity' calling for a higher complexity of institutions corresponding to the increasing variability of employment relationships. The paper (1) starts with stylised facts about the new world of work with a focus on non-standard forms of employment in the EU28 member states and briefly explains the main determinants of this development. It (2) then proceeds with an analytical framework of the role of institutions and (3) applies this framework to develop suggestions of new security provisions to the main forms of non-standard employment. (4) The paper concludes by reflecting on the consequences for the prospective European Pillar of Social Rights.
    Keywords: Europe, non-standard employment, inclusion, productivity, flexibility, security, labour market policy, transitional labour markets, social rights
    JEL: J21 J38 J41 J48 J68 R28
    Date: 2016–10
  19. By: Sondes Zouaghi (THEMA - Théorie économique, modélisation et applications - Université de Cergy Pontoise - CNRS - Centre National de la Recherche Scientifique)
    Abstract: Cet article pose la question de la responsabilité des chercheurs dans la diffusion d’idéologies encourageant la séparation et l’enfermement culturel des groupes sociaux minoritaires dans une relation dominant/dominé. L’ancrage de la segmentation ethnique dans le paradigme colonial est un exemple éloquent dans les recherches en marketing. Or ce paradigme qui sépare le monde en centre et périphérie ou en dominant et dominé n’est pas le seul possible. En s’inspirant des postcolonial studies, les chercheurs en marketing abordent le marché ethnique en étant au plus près des consommateurs et en adaptant leurs méthodologies à la Consumer Culture Theory. Ils prennent ainsi conscience que le sentiment ethnique n’existe pas sans l’intervention du groupe dominant qui impose aux minorités cette manière de se penser. Pour les personnes pluriculturelles, il s’agit de naviguer dans différentes situations sociales en puisant dans les divers fonds identitaires à disposition. Il s’agit donc de sois multiples plutôt que d’identité ethnique. Ils sont créateurs de leur propre identité et cocréateurs de nouvelles catégories sociales émanant des interstices entre groupes dominants et dominés. La démarche postcoloniale pousse donc à se demander si l’ethnicité ne serait pas un artefact qu’aucune réalité interne à l’individu ne sous-tend, sauf celle d’une vision dominée des minorités.
    Keywords: marketing ethnique, segmentation, colonial, postcolonial, consumer culture theory, identité.
    Date: 2015–05–01

This nep-hme issue is ©2016 by Carlo D’Ippoliti. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
General information on the NEP project can be found at For comments please write to the director of NEP, Marco Novarese at <>. Put “NEP” in the subject, otherwise your mail may be rejected.
NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.