Postmodernism promotes a more lucid understanding of the dynamism of markets and the relation between organizations and their environment on which such dynamism is grounded. The postmodernist perspective adheres to the notion of a continuous instability, of knowledge through action and socialization, of perceptual and technological shifts, of intersubjective difference and of product differentiation. It challenges the neoclassical economic notions of methodological individualism and rationalism. According to the assumptions of postmodern thoughts, preferences are not present before a choice has already been made. Rather, they become existent once the choice is effectuated. Furthermore, products acquire their utility in interaction with other products in the market. Postmodernism also provides a more profound view of the concept of exchange, upholding that notion that the relationship between buyer and customer exists in symbiosis.
