From The Metaphysics Of The Market To The Prescription Of Collective Market Action[De La Metaphysique Du Marché A La Prescription De L'Action Collective Marchande]

With Hatchuel's theory of prescription, it is now possible to move beyond market metaphysics and focus more specifically on collective market action. This approach fully integrates consumer and marketing research into management sciences. It involves a rigorous examination of the combinations of knowledge and relationships (K/R) that constitute collective market action. Marketing research has every interest in setting itself the goal of understanding, critiquing, and designing the prescriptive relationships of market activity. Considering the distribution of prescription in commercial exchange makes it possible to define different service models and to break free from the overly strict dichotomy covered by the terms supply and demand. The research perspectives offered by taking into account all the prescription relationships that constitute any collective commercial action are also likely to contribute to the re-establishment of a more responsible form of marketing.