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Personal Accounts from Retail Buying Managers on the Moralisation of Global Markets

  • Annette Cerne
Chapter

Abstract

This chapter adds personal accounts from international fashion retailers and retailers from the home improvement industry to the public reports. Through new empirical material, the chapter offers a view on the various discursive tools that international retailers use in the moralisation of global markets. Using a detailed analysis of these personal accounts, we can see how market actors use language in order to moralise global markets.

Keywords

Personal accounts Global retailers Discourse analysis Justification Denial Hybrid 

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Annette Cerne
    • 1
  1. 1.Lund UniversityLundSweden

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