Market system dynamics: Moral, ontological, and posthuman stakes

Markus Giesler, Eileen Fischer, Professor of Marketing, Schulich School of Business, York University, Professor of Marketing and Anne and Max Tanenbaum Chair in Entrepreneurship and Family Enterprise, Schulich School of Business, York University

Marketing Theory

Published online on June 26, 2026

Abstract

Marketing Theory, Ahead of Print.
Market System Dynamics (MSD) scholarship has established markets as institutionally embedded systems through which societies coordinate value, morality, and power. This article extends that perspective by examining how contemporary market transformations ...