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Discusses the theories of Thorstein Veblen and C. Wright Mills on status emulation and craftsmanship. Applies these theories to the business situataion, especially public administration. Concludes that, if contamination by emulatory values and behaviours can be limited, the ideal of authentic public administration emphasizing organizational humanism and craftsmanship is still possible.

Discusses the correspondence and use of each other′s ideas of Loeb and Veblen which are seen to be significant both in understanding the evolution of their own thought and as commentary on the times.

This article’s indented contribution is to provide novel theoretical insights and empirical observations on “who gets what” in the way of incomes, including wages. The article challenges the conventional wisdom about stratification, especially power and status, as an outcome or function of economic distribution. It posits that income distribution is conditional on pre‐existing social stratification expressed in antecedent differences in class, power, status and related factors.

John E. Elliott has been a professor of economics at the University of Southern California in Los Angeles since 1956 when he graduated from Harvard University with a doctorate in economics. In that position at USC, John has distinguished himself not only as a scholar and prolific writer but also as an outstanding teacher. He has received every teaching honour which USC has within its power to bestow. Moreover, John has distinguished himself for his contribution to the well‐being of the faculty and to the advancement of its efforts to preserve and extend the concept of academic freedom. John E. Elliott was born in the year 1931 and the essays which comprise this Festschriftare written in celebration of his sixtieth birthday. The numerous awards he has received for the high quality of his teaching, for his creativity and innovation in the dissemination of knowledge, his record of books published, articles contributed to scholarly journals and book reviews are to be found in his curriculum vitae printed at the end of this work.

John E. Elliott has been a professor of economics at the University of Southern California in Los Angeles since 1956 when he graduated from Harvard University with a doctorate in economics. In that position at USC, John has distinguished himself not only as a scholar and prolific writer but also as an outstanding teacher. He has received every teaching honour which USC has within its power to bestow. Moreover, John has distinguished himself for his contribution to the wellbeing of the faculty and to the advancement of its efforts to preserve and extend the concept of academic freedom. John E. Elliott was born in the year 1931 and the essays which comprise this Festschrift are written in celebration of his sixtieth birthday. The numerous awards he has received for the high quality of his teaching, for his creativity and innovation in the dissemination of knowledge, his record of books published, articles contributed to scholarly journals, and book reviews, are to be found in his curriculum vitae printed at the end of this work.

This paper seeks to evaluate how some of the core general principles of heterodox political economy (HPE) can be applied to the issue of how HPE has managed to undergo resurgence and development over recent decades.

Four major principles of heterodoxy are applied successively to this issue: historical specificity; contradiction; heterogeneous agents and groups; and circular and cumulative causation.

These principles assist in comprehending how HPE is able to develop its own concepts, networks, publications, academic departments, teaching and policy‐relevant material.

HPE has had considerable success in developing a conceptual apparatus, which helps to explain the emergence of much of its edifice being developed in academic and policy circles. The performance of HPE has been impressive.

The conceptual apparatus of heterodoxy can be applied to real world situations; specifically a component of world history over especially the past 40 years.

This is the first time such a theme has been explored in the literature.

The purpose of this essay is to argue that, for Veblen, the contribution of advertising to mature business enterprise was crucial. Although Thorstein Veblen’s Theory of the Leisure Class is widely credited with introducing the concept of “conspicuous consumption”, that book is silent on the contribution of the sales effort – or advertising – to such consumption. One must turn to Veblen’s later writings on the business system to find an analysis of advertising within oligopoly capitalism, what Veblen called the system of “absentee ownership”. At the beginning of the twentieth century business faced looming threats of technological progress and democratic discontent. The material prospect of accelerating productivity might soon “end the struggle or lessen the strain” of economic life; democracy might insist that the industrial system serve social needs in efficient ways. To ward off such challenges, business developed a two-prong approach to perpetuate scarcity: carefully managed control of output and an increasingly insistent, rationalized and expensive sales effort. The growth of advertising reflected a systematic expenditure of energy, talent and resources on a misdirection of human effort, one whose chief effect was to prolong “the strain” of everyday life in futile pursuit of waste. Whether such irrationality could be sustained indefinitely, or whether it might finally undermine the society that propels its pursuit, is an issue that Veblen raises, but to which he refuses to give any final answer.

The paper analyzes the full range of Veblen’s theoretical writings on consumption, technology and the sales effort.

The paper insists that Veblen is the first radical political economist to provide a systematic critical analysis of advertising as an essential element of mature capitalism.

The paper connects Veblen’s earliest thinking on “conspicuous consumption” to his mature analysis of advertising in the functioning of business enterprise. It will enrich understanding among academics and students, scholars of marketing and economic and social theorists, of Veblen’s critical analysis of the evolution of consumption, production and business enterprise.