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| Author: | Lemmergaard, J. Muhr, S.L. |
| Title: | Regarding gifts - on Christmas gift exchange and asymmetrical business relations |
| Journal: | Organization
2011 : NOV, VOL. 18:6, p. 763-777 |
| Index terms: | gifts image companies business communication market economy |
| Freeterms: | business relationships partnerships economic anthropology |
| Language: | eng |
| Abstract: | Gift exchange, and the economy linked with it can appear as an element of contemporary market economies. This article deals with the giving of corporate Christmas gifts which are herein seen as signifiers of hierarchy, position and intent. Although market economy prevails in the Western societies, important layers of social economies, such as gift economies, dictate the way of behaving and interpreting the market economy. Thus, Christmas gifts represent more than their economic value, having a social value capable of connecting or separating business partners. An understanding of this is crucial for companies trying to manage their image and the signals they send to business partners. |
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