Integration of Markets and the Interplay of Interests: Understanding the Discourse about North American Free Trade Area

This paper seeks to broaden the scope of macromarketing beyond the study of how market systems function to how they are formed and transformed. The paper argues that the regional integration efforts under way in North America can be viewed in the framework of a restructuring of market systems of the North American continent. Such restructuring has profound consequences, not just for market processes, but for the various actors and institutions whose interests are intertwined with North American markets. The paper examines the efforts to form a North American Free Trade Area in terms of economic theory, political rhetoric, and business practice. The paper discusses how market restructuring, an economic phenomenon, interacts with the promotion and protection of major political interests across the continent. It is shown that to understand market processes and market system changes, it is essential to take into account the interplay of political interests. In fact, the public discourse and rhetoric employed to promote political interests can be viewed as strategies within the political marketplace. Résumé L'article cherche äëlargir la portëe du macro‐marketing en ëtudiant, au‐delä de leur simple fonction, l'origine et la transformation des systëmes de marchës. Ilsoutient que les efforts actuels d'intëgration rëgionale en Amërique du Nord peuvent ëtre analysës dans le cadre d'une restructuration des systëmes de marchës sur le continent. Cette restructuration a une influence considërable non seulement sur les processus de marchës mais aussi sur les divers intervenants et institutions dont les intërëts sont intimement liës aux marchës nord‐amëricains. L'article examine les efforts consacrës ä l'ëtablissement d'une zone de libreëchange nord‐amëricaine sous l'optique de la thëorie ëconomique, de la rhëtorique politique et de la pratique commerciale. Il explique comment la restructuration des marchës, phënomëne ëconomique, influe sur la promotion et la protection des principaux intërëts politiques qui coexistent sur le continent. Il dëmontre de plus que pour comprendre les processus de marchës et les modifications des systëmes de marchës, il est primordial de tenir compte de l'enjeu de intërëts politiques. En rëalitë, la rhëtorique et le discours public utilisës pour promouvoir les intërëts politiques peuvent ëtre vus comme des stratëgies purement politiques.