Marketing The Individual-Collective Dialectic in Management Sciences: A Re-Reading Based on the Interpellation of Finance from a Marketing Perspective (La Dialectique Individu-Collectif En Sciences De Gestion: Une Relecture Au Travers De L’Interpellation De La Finance Par Le)

The management sciences are largely based on the figure of an economic agent who seeks to maximise his or her own individual interests, in the same way as the celebrated homo economicus. The whole corpus of finance relies on this fundamental hypothesis. However, developments in this field, as well as in the neighbouring field of marketing, in the last decade reflect the effects of collective actors or actors whose motives are more collective than individual. This paper describes those developments and proposes to make new progress in this direction by offering a critical reading of the role and place of financial markets.