ABSTRACT
In the previous chapter I argued that the organization of the FI, up until the introduction of the SMM practices in 2002, could be described as a classic bureaucracy which had been fostering reactive rather than proactive FLEs. In this chapter, as well as in Chapters 5 and 6, we turn our attention toward the SMM practices. The conceptual analysis in these chapters focuses on the SMM practices used at the FI, as presented in the academic marketing literature, whereas the empirical analysis focuses on the role of the SMM practices at the FI and how these order the subjectivity of the FLEs in particular. Compared with the previous chapter, the analysis draws more closely on the Foucauldian framework presented in the second chapter.
