Into the Red: The Birth of the Credit Card Market in by Alya Guseva

By Alya Guseva

Into the purple explores the emergence of a bank card industry in post-Soviet Russia throughout the formative interval from 1988 to 2007. In her research, Alya Guseva locates the dynamics of industry construction within the social constitution, in particular the artistic use of social networks.

Until now, community students have neglected the function that networks play in facilitating trade in mass markets simply because they've got completely all in favour of firm-to-firm or person-to-person ties. Into the purple demonstrates how networks that mix members and organisations aid to construct markets for mass intake. The publication is located at the leading edge of rising interdisciplinary examine, linking a number of layers of research with institutional evolution. utilizing an tricky framework, Guseva chronicles either the production of a bank card industry and the making of a mass purchaser. those approaches are put within the context of the continuing restructuring in postcommunist Russia and the growth of Western markets and ideologies during the remainder of the realm.

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Additional resources for Into the Red: The Birth of the Credit Card Market in Postcommunist Russia

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Retailers only assist banks in providing access to prospective cardholders without helping to prescreen them. But in the case of card issuing through employers, they not only provide banks with access to their employees but also help in managing the problem of uncertainty. In this arrangement, employers amplify the usual ability of social networks to reduce uncertainty by 40 chapter two channeling information and producing greater transparency and trust (Granovetter 1985). Organizational structure anchors individuals firmly in intraorganizational relations, both vertical and horizontal, making it easier for issuing banks to monitor them.

She explicitly addresses the problem of initial consumer resistance to an emergent market for life-insurance services. Potential consumers of life insurance considered it culturally unacceptable to put a price tag on human life. Life-insurance policies challenged the prevailing distinction between sacred (life) and profane (monetary value), and exemplified the difficulty of building demand for a new product. What eventually made life insurance sell was the process of “sacralization”—“the transformation of the monetary evaluation of death into a [secular] ritual” (1978, 605).

It also explains why, in real life, they nevertheless function despite obvious shortcomings: according to Granovetter, they are regulated through social ties. In this book I show that the Russian credit card market did not miraculously emerge on its own, nor was it built top down through a sustained state effort to pursue an institutional reform; rather, it was created through the actions of the market participants themselves, who made use of existing and emerging elements of social networks. 2 Only a few of these accounts, however, address the ties connecting sellers and their customers, and those are usually limited to small-business and venture-capital banking (see, for instance, Uzzi 1999; Mizruchi and Stearns 2001).

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