The relation between demand and supply is a key issue today, as a consequence of the development of Web.2. The idea of “direct”, whether democracy or economy, is a natural association to be made with that of Web 2. Bruno Giussani brings up the matter in an interesting post where he mentions a soon to be published book by Xavier Comtesse. According to Xavier Comtesse, we are heading towards a greater participation of consumers in the processes so far taken care of by producers. Though the idea is as interesting as doubtless, it requires a comment.
The productivity gains result from an increased involvement of the consumer in the value chain. IKEA is a typical example. The wiki wave fosters participation and will further develop the active role of consumers. There is no doubt.
Now does that mean consumers will take part in the creative process ?
I think it is another question. More and more economists now agree upon the “supply-oriented” characteristic of capitalism. Mauss’s essay on the gift is increasingly influential among them. The essence of giving is a key of the system. Therefore, the idea of consumers being able to express their need is a recurrent theme which once again loses ground.
Once again because another myth has already been deconstructed : that of consumers need as such. Consumers have no needs, they have desires, even though the Maslow pyramid is still taught to young business schools students. It is not difficult to express one’s needs ; it is another story to put words on desire. Its essence is to be satisfied in meeting the desire of someone else. To make it short, the engine of consumption is in the meeting of desires, which implies the free development of supply.
This, in my opinion, is the limit to direct economy. Technology will revolutionize logistics, organisation, distribution, product-improvement and personalization, but it will probably not devitalize the need for a creative supply. Demand will probably never rule supply.
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