Most insights of sociological markets have been framed as reactions to the neoclassical economic views of functioning markets. Many sociologists prefer the idea that all forms of economic interaction were centered in social relations, many sociologists have stated that embedded markets produce effects of economics. Network theory argues that an embedded market shifts firms' motivations away from the narrow pursuit of immediate economic gains toward the enrichment of relationships through trust and reciprocity. These Social networks consist with strong ties and weak ties which could be used for enrichment of relationships, information exchanges, and business cooperation. However, there are issues embedded in the networks in markets that I will compare and contrast.
White's theory of markets, which self-reproduce social structure among different firms and other actors whose roles evolve from observations of each other's behavior. According to White, "the key fact is that markets are social structures in which producers reproduce their own set of actions; the set confirms as correct each firm's expectations of what it hoped." …
