How relationship shapes the market: an ethnographic study of French tire industry

Based on a two-year autoethnographic research in the car tire trade, this study of market exchanges examines how merchants’ relationships with customers enable and sustain exchange by shaping market arrangements. Referring to these relationships as an attachment process at work in the market, this study demonstrates the relational influence wielded by merchants through the ideational, practical, and emotional ties they cultivated with customers. These framed, patterned, and emotionally meaningful relationships show that market embeddedness is endogenously produced and exerts an impact upon customers, competition, demand, and supply. Complementing the conventional economic transactional view of market, our findings contribute to a relational perspective and complementary understanding of market dynamics.