Abstract

In this book Luigino Bruni analyses the market and its ethos, illuminating the history of capitalism and highlighting the need for a new ethical direction. In the last two centuries, the present vision of the market economy that can be called capitalism has produced remarkable economic, technological and civic results; but today, in these times of crisis, it has become obsolete, because it is about to exhaust its innovative and civilising force. The historical and theoretical analysis of this book aims to show that a new ethos of market would come from a reconsideration of some of the ideas that were at the foundation of modern political and civil economy. The ideas of Adam Smith and Antonio Genovesi see markets as a vehicle for mutual advantage, public happiness and civic virtues; and it is these concepts that are necessary for a reconfiguring the market towards a great cooperative enterprise aimed directly at the mutual advantage of the subjects involved in the exchange and, indirectly, at the common good of society.