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The Entrepreneur and the Customers: a Quiet Conflict (Przedsiebiorca i klient: ukryty konflikt)

Author

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  • Timo Airaksinen

    (University of Helsinki, Faculty of Social Science/Practical Philosophy)

Abstract

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. JEL: M31, Z12 null The creation of the English-language version of these publications is fi nanced in the framework of contract No. 607/P-DUN/2018 by the Ministry of Science and Higher Education committed to activities aimed at the promotion of education.

Suggested Citation

  • Timo Airaksinen, 2018. "The Entrepreneur and the Customers: a Quiet Conflict (Przedsiebiorca i klient: ukryty konflikt)," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 16(80), pages 52-67.
    • Handle: RePEc:sgm:pzwzuw:v:16:i:80:y:2018:p:52-67
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    File URL: https://press.wz.uw.edu.pl/ems/vol16/iss80/4
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    More about this item

    Keywords

    desire; need; marketing; conflict; customer;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z12 - Other Special Topics - - Cultural Economics - - - Religion

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