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

  • Annette Cerne


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.


Personal accounts Global retailers Discourse analysis Justification Denial Hybrid 


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Authors and Affiliations

  • Annette Cerne
    • 1
  1. 1.Lund UniversityLundSweden

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