The Entrepreneur and the Customers: a Quiet Conflict
The Entrepreneur and the Customers: a Quiet Conflict

Summary/Abstract: From the point of view of conflict theory, I argue for the following pessimistic conclusion: a silent conflictof interests exists between the entrepreneur and the customer, as the former must advertise and promotehis/her innovations and merchandise. It looks innocent enough, but by doing so, the entrepreneur interfereswith the needs and desires of the customer, and especially with the latter’s conditional needs even whenthe customer does not appreciate it, or when the entrepreneur does it against the customer’s will. Fromthe customer’s point of view, it is disturbing and negatively affects his/her happiness level. What are,therefore, the responsibilities of the entrepreneur? I provide a detailed analysis of the concept of needand desire, and explain how desires develop on the basis of the desirability of objects of desire. It shallallow us to see how desires can be manipulated and, perhaps, how such manipulation can be avoided.

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