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Die outgesourcte Identitt
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In der wirtschaftswissenschaftlichen Theorie werden Verbraucher hufig dadurch modelliert, dass Ihnen eine Nutzenfunktion zugeschrieben wird. Der subjektive erfahrene Nutzen hngt dann von der Hhe des gettigten Konsums ab. Auf der Basis eines sozialphilosophischen Standpunkts untersucht Walter J. Koch den Zusammenhang zwischen dem menschlichen Streben nach Identitt und dem Konsum von Markenartikeln. Durch diese Perspektive ermglicht der Autor ein tiefer gehendes Verstndnis fr Kundenbedrfnisse, das weit ber die Betrachtungen von Marktforschungsinstituten hinausgeht.
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