ABSTRACT
Preview The consumer is, so to speak, the king ... each is a voter who uses his votes to get things done that he wants done.
Paul A. Samuelson1
But the Emperor has nothing on at all! cried a little child. Hans Christian Anderson
The Emperor's New Clothes
What is left of consumer sovereignty when stripped of the ideology of the competitive model of capitalism? If, as the previous chapter concluded, the market will not or cannot answer all things because the consumer is not sovereign, how may the social control of business be realised and what will the market answer? This is the theme of this and the following chapter.
