Pires, Guilherme D.; Stanton, John; Rita, Paulo - In: European Journal of Marketing 40 (2006) 9/10, pp. 936-949
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 …