The Ristretter ecosystem: between trust and monetization. A case study of the Argentine company

Abstract

Introduction: This study focuses on the analysis of the monetization/trust binomial within business relationships. In the current context of high competitiveness and digitalization, the dynamics between economic value and relational value become crucial for understanding the sustainability and legitimacy of corporate connections. Objective: The general objective is to analyze how the balance between monetization and trust manifests in business relationships. Specifically, the study seeks to conceptualize and describe networking structures in order to determine whether transactional and speculative logics prevail over the human value of relationships. Additionally, it examines the case of the Argentine entrepreneur Claudio De Stéfano, with the purpose of interpreting and describing the strategic actions implemented to achieve a balance between
both components of the binomial. Methodology: The research adopts an interpretative and descriptive approach, grounded in an ethnographic analysis. Interviews and participant observation were conducted with the entrepreneur during his daily activities, along with interactions with members of the business ecosystem and participation in various events over a period of one and a half years. Results: The study identifies a process of organizational transformation driven by the professionalization of business structures. The entrepreneur relies on a group of managers to oversee relationships and high value-added products, while delegating commercial tasks and the identification of new business opportunities to other actors. Conclusions: The findings suggest that achieving a balance between monetization and trust depends on organizations’ capacity to distribute responsibilities, professionalize relationships, and sustain a relational vision of social capital. This research contributes to the field of business anthropology by providing insights into the tensions between economic and symbolic value within corporate networks.