Managerial responses to the new market; a case study of the appliance industry.

[摘要] This dissertation examines two socially significant effects of Eskorn's Electricity For Allprogramme: The new market that emerges once electricity becomes accessible, andmanagerial responses to this new market within the appliance industry. The researchquestion asks how and why management in the appliance sector responds to the newmarket's demands. In answering this question, the new market is initially assessed. Ihave shown who constitutes this market and that these consumers prioritise top-of-the-rangeappliances. I have expanded on Pierre Bourdieu's concept of the habitus and usedthis to uncover these explanations of the new market. These findings have emergedthrough content analyses, in-depth interviews, a group workshop and participantobservation methods.The dissertation then examines how and why management respond in specific ways tothese market demands. I have assessed, through the use of a case study, why and howTek Corp. the market leader in the appliance industry - responds strategically to the newmarket. I have examined management's response by addressing structures and responseswithin both the production and consumption phases of the circuit of capital. Thisdissertation has found that new types of competition are emerging within the applianceindustry as a result of responses to the new market.I have thus argued that by assessing both production and consumption and by using theconcept of the habitus, holistic explanations about capitalist relations in the applianceindustry emerge.

[发布机构] University of the Witwatersrand