Summary Of "Paradoxical Happiness" By Gilles Lipovetsky: UNIVERSITY SUMMARIES

By MAURICIO ENRIQUE FAU

We have summarized the essential of this book by the author.

The hyper-consumer society is the third historical stage of consumer capitalism. It is not characterized by new forms of consumption, but rather by producing, selling, communicating and distributing. It is a new supply system. At this stage we are witnessing a restructuring of the capitalist system based on a revolution in information techniques, market globalization and financial deregulation. There are also structural changes in companies, especially in competition and supply policies. These policies are: market segmentation, product differentiation, quality policies, acceleration of new product launches, and marketing preeminence. All of them collide with Fordist principles (phase II) and create a new consumer model: HYPERCONSUMPTION. This is distinguished by the rediscovery of the customer and the move to a market dominated by demand.

• Language: English
• Publisher: BOOKS AND SUMMARIES BY MAURICIO FAU
• Release date: Dec 13, 2021
• ISBN: 9798201941833

MAURICIO ENRIQUE FAU

Mauricio Enrique Fau nació en Buenos Aires en 1965. Se recibió de Licenciado en Ciencia Política en la Universidad de Buenos Aires. Cursó también Derecho en la UBA y Periodismo en la Universidad de Morón. Realizó estudios en FLACSO Argentina. Docente de la UBA y AUTOR DE MÁS DE 3.000 RESÚMENES de Psicología, Sociología, Ciencia Política, Antropología, Derecho, Historia, Epistemología, Lógica, Filosofía, Economía, Semiología, Educación y demás disciplinas de las Ciencias Sociales. Desde 2005 dirige La Bisagra Editorial, especializada en técnicas de estudio y materiales que facilitan la transición desde la escuela secundaria a la universidad. Por intermedio de La Bisagra publicó 38 libros. Participa en diversas ferias del libro, entre ellas la Feria Internacional del Libro de Buenos Aires y la FIL Guadalajara.

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Summary Of Paradoxical Happiness By Gilles Lipovetsky

UNIVERSITY SUMMARIES

MAURICIO ENRIQUE FAU

Published by BOOKS AND SUMMARIES BY MAURICIO FAU, 2021.

While every precaution has been taken in the preparation of this book, the publisher assumes no responsibility for errors or omissions, or for damages resulting from the use of the information contained herein.

SUMMARY OF PARADOXICAL HAPPINESS BY GILLES LIPOVETSKY

First edition. December 13, 2021.

Copyright © 2021 MAURICIO ENRIQUE FAU.

ISBN: 979-8201941833

Written by MAURICIO ENRIQUE FAU.

Table of Contents

Title Page

Copyright Page

Lipovetsky, Gilles

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Lipovetsky, Gilles

THE PARADOXIC HAPPINESS (ESSAY ON THE HYPERCONSUMPTION SOCIETY)

CHAPTER 4 THE POSTFORDIAN ORGANIZATION OF THE ECONOMY

The hyper-consumer society is the third historical stage of consumer capitalism. It is not characterized by new forms of consumption, but rather by producing, selling, communicating and distributing. It is a new supply system. At this stage we are witnessing a restructuring of the capitalist system based on a revolution in information techniques, market globalization and financial deregulation. There are also structural changes in companies, especially in competition and supply policies. These policies are: market segmentation, product differentiation, quality policies, acceleration of new product launches, and marketing preeminence. All of them collide with Fordist principles (phase II) and create a new consumer model: HYPERCONSUMPTION. This is distinguished by the rediscovery of the customer and the move to a market dominated by demand.

The diversification of the offer goes hand in hand with the globalization of companies and the increase in international firms.

PHASE III IS SUPPORTED BY THE OPENING OF ECONOMIC SPACES THAT CRYSTALIZES IN A CHANGE IN THE SCALE OF ACQUISITION- MERGER, GROWING CONCENTRATION AND INTERNATIONALIZATION.

HUGE COMPANIES AND global brands are flourishing, mobilizing budgets in communication (advertising) similar to the expenditure allocated to production. These are HYPER BRANDS with global ambition, based on global marketing, and internationally organized products, logos and slógans adapted to certain local criteria. In addition, the economy based on material goods has been transformed into a service economy. The consumption of domestic services has grown from 25% in 1960 to 48.8% in 2000.

PHASE III COMBINES FORDIAN DEVICES WITH THE DEVELOPMENT OF A TERTIARY SECTOR (SERVICES) AND THE INDIVIDUALIZATION OF CONSUMPTION.

I. The economy of variety

Phases I and II were based on serial production. In the 1920s, market segmentation and product diversification began, although in a limited way. In phase III the Fordian principles enter into crisis. Manufacturers are starting to stimulate demand on the segmentation and multiplication of items with identical components. This process is called MULTIPLICATION OF VARIETY.

Expansion of the ranges and tailor-made production

In 1970 cars were manufactured in four versions, in the 90s in 20. In 1984 Renault manufactured 20,000 different cars. Reebok offers between 500 and 6000 items, the examples are many. Mass marketing was replaced by segmentation strategies that increase options and promote reduced series, promoting market subsets.

The individualization of the products could only be achieved by the development of a high industrial technology. This allowed the creation