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CB studies people as they relate to marketplaces. It draws very loose boundaries around these things. Usually the people are consumers, but they can be companies. Usually, the products are exchanged for money, but it can be for votes or attention (etc). Sometimes the way we relate to markets is by buying in them, but it can also be very distant – for example, it can be about how they relate to something they got from a marketplace generations ago. This is where you find CB’s work.