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9 - The management of specific demand

Published online by Cambridge University Press:  10 January 2011

Stephen P. Dunn
Affiliation:
Department of Health
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Summary

Speaking broadly therefore, although it is man's wants in the earliest stages of his development that give rise to his activities, yet afterwards each new step upwards is to be regarded as the development of new activities giving rise to new wants, rather than of new wants giving rise to new activities.

Alfred Marshall (1920: 89)

Wants are usually treated as the fundamental data, the ultimate driving force in economic activity, and in a short-run view of problems this is scientifically legitimate. But in the long-run it is just as clear that wants are dependent variables, that they are largely caused and formed by economic activity. The case is somewhat like that of a river and its channel; for the time being the channel locates the river, but in the long run it is the other way round.

Frank H. Knight (1924: 262–3)

In the conventional wisdom the industrial structure is wholly in the service of the individual consumer – what Galbraith calls “The Accepted Sequence.” Galbraith challenged this view, arguing that it failed to illuminate reality, obscuring it in the convenient service of vested interests. In The New Industrial State Galbraith (1967a) argued that the nature of modern production was such that large corporations would seek to manage the demand for their products. The consequence of the evolution of the modern mode of production was that the market is increasingly managed in the interests of the large firm. Galbraith referred to this as “The Revised Sequence.”

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The Economics of John Kenneth Galbraith
Introduction, Persuasion, and Rehabilitation
, pp. 258 - 293
Publisher: Cambridge University Press
Print publication year: 2010

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