Market system dynamics: Moral, ontological, and posthuman stakes

Market System Dynamics (MSD) scholarship has established markets as institutionally embedded systems through which societies coordinate value, morality, and power. This article extends that perspective by examining how contemporary market transformations strain key assumptions underlying existing theorization. We identify four domains in which new forms of market dynamics are particularly salient: artificial intelligence and machine market systems, climate and energy in the Anthropocene, financialization and consumer risk, and biopolitical markets. Each domain is organized around a constitutive tension (human and machine, nature and capitalism, calculation and trust, and life and economy) that reveals how markets increasingly operate as hybrid moral infrastructures. Across these contexts, markets redistribute agency, reorganize time, and sustain participation under conditions of profound uncertainty by structuring trust, affect, delegation, and hope. The article positions these domains as developmental vectors for market system dynamics research and highlights their implications for understanding markets as evolving moral and institutional arrangements.

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Publication Details

Journal
Marketing Theory
Published
2026-06-25
DOI
https://doi.org/10.1177/14705931261464656
Primary Topic
Housing, Finance, and Neoliberalism
Type
article
Field-Weighted Citation Impact
0.00
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article

Market system dynamics: Moral, ontological, and posthuman stakes

Eileen Fischer, Markus Giesler
Marketing Theory
Housing, Finance, and Neoliberalism
article

Market system dynamics: Moral, ontological, and posthuman stakes

Eileen Fischer, Markus Giesler
article en

Abstract

Market System Dynamics (MSD) scholarship has established markets as institutionally embedded systems through which societies coordinate value, morality, and power. This article extends that perspective by examining how contemporary market transformations strain key assumptions underlying existing theorization. We identify four domains in which new forms of market dynamics are particularly salient: artificial intelligence and machine market systems, climate and energy in the Anthropocene, financialization and consumer risk, and biopolitical markets. Each domain is organized around a constitutive tension (human and machine, nature and capitalism, calculation and trust, and life and economy) that reveals how markets increasingly operate as hybrid moral infrastructures. Across these contexts, markets redistribute agency, reorganize time, and sustain participation under conditions of profound uncertainty by structuring trust, affect, delegation, and hope. The article positions these domains as developmental vectors for market system dynamics research and highlights their implications for understanding markets as evolving moral and institutional arrangements.

Marketing Theory
York University (CA)
Openalex Percentile: Top 5%
Housing, Finance, and Neoliberalism
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Market system dynamics: Moral, ontological, and posthuman stakes — Eileen Fischer, Markus Giesler · Marketing Theory (2026) | TGRS Research Map | TGRS