In this paper, I would like to discuss the “vernacular of commerce.” As noted by Professor Tsukahara, there are still many challenges in the study of folklore related to commerce and distribution. Therefore, this paper attempts to empirically clarify the subtle movements and actions in the daily lives of petit merchant, an area that has not been widely explored.
In particular, in this paper, I aim to shed light on various insights gained through my experiences from three perspectives : those of a small business owner, a business consultant, and a commercial researcher. In writing this, the approach will be based on the idea, as Professor Kikuchi suggests, that “we (ourselves) are the data,” meaning the problem is approached from a standpoint where the researcher is inherently involved. By observing commerce from these three perspectives, the goal is to illuminate the vernacular aspects that business people hold.
Most of the 10 cases presented are based on the realities of a petit merchant. For example, the differences between “round words” and “square words” clearly illustrate the distinction between small business owners and developers.
Finally, I would like to reflect on the various possibilities and limitations of petit merchants, business consultants, and commercial researchers, based on the previous discussions.
