HALLIDAY, MICHAEL IAN; PHD
UNIVERSITY OF NEW SOUTH WALES (AUSTRALIA), 1984
BUSINESS ADMINISTRATION, MARKETING (0338)
The basic viewpoint of this thesis is strongly influenced by concern and preoccupation
with theory and
explanation. The fundamental purpose is primarily to explain market place functioning.
Systems theory is
used in an attempt at understanding the 'unitas multiplex' of the market system.
Traditional notions of
competitive economic behaviour are questioned after a thorough review of the
literature pertaining to
channels of distribution, organization behaviour and market place behaviour
revealed considerable
knowledge gaps concerning the structure and functioning of the market place.
A theoretical perspective
of systems theory and social psychology was developed that inter alia suggests
that economic
relationships are simply an aspect of broader social relationships and are likely
to be characterized by
cooperation rather than competitiveness. Within this theoretical framework the
market can be thought of
as a network of interpersonal relationships. In order to explain market place
behaviour the trading,
communication and bonds of personal relationships were examined in the wholesale
fruit and vegetable
market supplying the Sydney, Australia, Metropolitan area. Questions were also
asked concerning the
demographics of the traders, measures of conflict, cooperation dependence and
power. Communication
data were analysed by way of network analysis and multidimensional scaling.
The other analytical tools
used were factor and cluster analysis. The general results of this study indicated
that competitive,
adversary relationships that economic theory suggest exist in an agricultural
market are far less apparent
than relationships based on cooperation, a lack of coercion and the use of power.
These findings flow
from the theoretical framework that was developed. Simulations on the communication
data suggest that
the conditions required for market participants to be 'fully informed' would
not be evident because of the
potential instability of such a communication network or system. The view of
the market place that
emerges is in accord with Arndt's (1979) concept of domesticated markets and
the view held by Bent
Stidsen (1979) that what gets organized in markets are not just exchanges but
human, cooperative
relationships. The systems approach adopted for the market place study shows
the benefit of using an
explanatory model that emphasises the interrelatedness between elements and
their environment.
Social
Systems Simulation Group
P.O. Box 6904 San Diego, CA 92166-0904 Roland Werner, Principal Phone/FAX (619) 660-1603 |