This article presents the dogma of the received idea according to which "the customer is the boss" in our market economy. It examines how companies get organized and stir up devices "to serve" customer-boss. It investigates then the main consequences of these devices and, in particular, their economic and social costs for individuals whom we persuaded that they were the boss.
DONADA, C. and NOGATCHEWSKI, G. (2008). Le client est roi. In: Petit briéviaire des idées reçues en management. 1st ed. La Découverte, pp. 68-77.