Transformation of the organization’s interaction with the consumers in the conditions of metamodernism

摘要

The modern era is influenced by the philosophy of metamodernism and is characterized by fluctuations between systemic modernity and relativistic postmodernism. The modern economic agent as a basic premise of the economic paradigm is not a rational agent of the modern era, is not a limitedly rational agent of the postmodern era but is a confused person. This factor and others leave an imprint on the economic behavior of the consumer and his relationship with producers. The purpose of the study is to identify effective tools for interaction between an organization and a consumer in modern conditions. The authors use the methods of historical reconstruction, functional analysis, modeling. The article determines the features of the evolution of economic space from modern to metamodern (1); factors influencing the behavior of a modern economic agent (2); modern digital methods of managing consumer behavior (3). The result is a model of effective interaction between the manufacturer and the consumer in the condition of metamodernism. The practical value of the model is the ability to transform, design, and promote the organization’s products.