My interest is in looking at business and marketing in a consumption oriented manner. For instance, industry structures according to classical thinking about competition arranged according to production mechanisms (instead structures of everyday life) is fun to question.

It is many ways very difficult to propose a new industry structure as consumption practices are interlinked in different constellations depedning on different circumstances. This makes it hard to actually conclude, which kind of companies are in competition with each other from the perspective of everyday life.

My colleague Hedy Kapri came up with one division that seems interesting (I made some additions in italics):

- Homes
- Wealth management
- Health care
- Free-time and play
- Using art
- Working
- Eating and drinking
- Travelling
- Routines
- Communication

This is, of course, not the only way to depict the market in a consumption oriented way, but interesting to consider. In which industry are you in?