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Concept
Post-Fordism
Summary
Post-Fordism is a term used to describe the growth of new production methods defined by flexible production, the individualization of labor relations and fragmentation of markets into distinct segments, after the demise of Fordist production. It was widely advocated by French Marxist economists and American labor economists in the 1970s and 1980s. Definitions of the nature and scope of post-Fordism vary considerably and are a matter of debate among scholars.
Fordism was the dominant model of production organization from the 1910s to the 1960s which led to the massive growth of the American manufacturing sector and the establishment of the US as an industrial powerhouse. It was characterized by the assembly-line model, perfected by Henry Ford. Some post-Fordist theorists argue that the end of the superiority of the US economy is explained by the end of Fordism.
Post-Fordist consumption is marked by increased consumer choice and identity. As such, retailers seek to collect consumer data through increased information technology to understand trends and changing demand. Production networks, therefore, demand greater flexibility in their workforce, leading to more varied job roles for employees and more individualized labour relations, and more flexible modes of production to react to changing consumer demand, such as lean manufacturing.
Post-Fordism is characterized by the following attributes:
Small-batch production
Economies of scope
Specialized products and jobs
New information technologies
Emphasis on types of consumers in contrast to the previous emphasis on social class
The rise of the service and the white-collar worker
The feminisation of the work force
Post-Fordist consumption is marked by individualism and consumer choice. Patterns of consumption are oriented toward lifestyle and identity and consumption is a key part of the culture. The consumer has become a 'global dictator' which determines the organization of production and retailers seek to process consumer data to react to patterns of consumer demand.
Official source
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