Contextual and intentional systems in the theory of the marketing firm: bilateral contingency, metacontingency, and intentional behaviourism

Foxall, Gordon R. ORCID: https://orcid.org/0000-0002-3572-6456 2025. Contextual and intentional systems in the theory of the marketing firm: bilateral contingency, metacontingency, and intentional behaviourism. Sigurdsson, Valdimar and Foxall, Gordon R., eds. The Marketing Firm, Vol. II. Springer Nature Switzerland, pp. 5-28. (10.1007/978-3-031-91591-8_2)

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Abstract

This chapter has three objectives: the clarification of the nature of the marketing firm as a source of marketing-based intermediation between suppliers and consumers, the portrayal of the marketing firm as a contextual system (in terms of bilateral contingency and metacontingency), and its further portrayal as an embodiment of collective intentionality. These considerations allow the incorporation of the theory of the marketing firm into the overarching philosophy of economic psychology that is intentional behaviourism. It first pursues the raison d’être of the marketing firm in terms of its intermediating between the essential economic and social actors who are vital to the formation and operation of markets and contrasts this conception of the marketing firm with those of Spulber and Coase.

Item Type:	Book Section
Date Type:	Published Online
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	Springer Nature Switzerland
ISBN:	9783031915901
Last Modified:	03 Nov 2025 12:15
URI:	https://orca.cardiff.ac.uk/id/eprint/182057

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