About Commerce

Jean-Claude Usunier is Emeritus Professor of Marketing at the University of Lausanne, Switzerland. He was involved in international marketing practice before switching to academia. His research focuses on the cultural dimension of international marketing, comparative and cross-cultural management, and cross-cultural research methods and his work has been published widely in books and journals.

• Part 1: Relationships and Merchant Exchange.- Chapter 1- Introduction: Commerce defined.- Chapter 2- Trade, commercial relations, and the relationship.- Chapter 3 - Interaction, Exchange and Transaction.- Chapter 4 - Opportunism and normativity in the commercial relationship.- Part 2: Trade, merchandise and markets.- Chapter 5 - The centrality of the commodity in the commercial relationship and the commoditization process Chapter 6 - The process of generalised commoditization.- Chapter 7 – Exchange, trade and markets.- Chapter 8 - The market as an abstraction.- Chapter 9 – Commerce Formalized: Mathematical formulations and geometrical metaphors.- Part 3: commerce dynamics.- Chapter 10 - Fundamental relational mechanisms underlying trade and exchange.- Chapter 11 - Reciprocity and trust.- Chapter 12 - Collective commercial dynamics.- Chapter 13 - Virtual commerce relationships.- Part 4: Applications.- Chapter 14 - Commerce and police.- Chapter 15 - Mandates and commercial intermediation.- Chapter 16 - Labour market, instrumentalization and commerce in oneself and others.- Chapter 17 - The undue divorce between deals and relationships.