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Hard Sell
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In this work, John Bone provides a lively and engaging insight into the social world of direct selling organizations. He investigates these under-researched organizations via a detailed ethnography of two home improvement companies selling products such as fitted kitchens, double glazing and conservatories, as well as developing wider sociological debates on trust and interaction. These organizations, despite their presentation as 'normal' rational businesses, tend to be loosely ordered and internally competitive collectives whose sole aim is to maximise short term profits, on which their existence depends, through sales strategies that routinely employ the calculative exploitation of consumer norms and expectations. John Bone uses his findings to argue that with increasing economic liberalization, deregulated employment practices, globalization, and the collapse of the economic planning and regulations of modernity, such conditions are now becoming prevalent in mainstream contemporary organizations, threatening to unleash the latent disorder that underlies the rationality of 'modern' business.
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