... explanatory capacity. But a limitation is how to relate local and global actors, which is also a matter of power relations and politics. Originality/value The paper explains why, as a late and unplanned reaction to this, but also in contradiction with ANT principles, it ended up complementing ANT...

... the instigation of a new philosophy of selling, based on a technological investment, importing techniques, such as yield management, used in the airline industry. Seeks to understand the links between the strategic and political aims and the technical choices, as well as how actors interpret and appropriate...