"Bewegung im markt". Zur übertragbarkeit der bewegungsforschung auf die marktanalyse

This article is concerned with a thesis of Neil Fligstein from 1996 after which it is possible to describe emergent markets as social movements. To test this thesis some few analytical concepts of the social movement research as network and networking, organisation and framing will be transfered exemplarily to single emergent market segments like search engines, premium chocolate and probiotic joghurts. The result of this experiment is that the description of the social relationships between companies and customers with the help of the social movement research shows some quite interesting parallels between markets and movements.