Pires, Guilherme D.; Stanton, John; Rita, Paulo - University of Newcastle; University of Western Sydney; … - 2006
suppliers to consumers, the ensuing consumer empowerment is presented as an unintended consequence of marketing. Marketing … implications arising from this consumer empowerment are examined in terms of a process where control and management by suppliers … over consumer access and enablement are increasingly difficult. Design/methodology/approach - Consumer empowerment is …