PurposeIncreasing numbers of consumers are expressing concerns about reports of questionable corporate practices and are responding through boycotts and buycotts. This paper compares competing theories of consumer empowerment and details findings that examine the applicability of the theory to “ethical consumer” narratives. The nature and impact of consumer empowerment in consumer decision making is then discussed.Design/methodology/approachThe study takes an exploratory approach by conducting semi‐structured in‐depth interviews with a purposive sample of ten consumers. These were recruited from an “ethical product” fair in Scotland.FindingsResults indicate that the participating consumers embraced a voting metaphor, either explicitly or implicitly, to view consumption as an ethical/political domain. Setting their choices within perceived collective consumer behaviour, they characterised their consumption as empowering. This results in an ethical consumer project that can be seen as operating within the market. It, therefore, suggests some tensions between consumer power and sustainable living.Research limitations/implicationsThis small‐scale study relates to a single country and location. A particular group of accentuated consumers was recruited. Studies of the narratives of other consumer groupings would clearly be valuable.Practical implicationsTo the extent that political democracy is perceived as failing, it appears that the profile of the market as a site of consumer engagement is raised. Marketers would be wise, therefore, to take increasingly account of “empowered” consumers.Originality/valueLittle attention has been paid to the theory of consumption as voting. However, a continuing rise in the consideration of ethics among consumers and producers suggests its rehabilitation and further exploration would be worthwhile.
The authors examine the histories of four business-to-business relationships in the United States: advertising agencies and clients, textile agents and mills, the Pullman Car Company and railroads, and independent department stores and their resident buying offices. The authors’ goals are to gain perspective on how marketing relationships evolve over time and identify those factors that foster closer relationships and those that attenuate relationships. The results show that economic growth, information asymmetry partially prompted by geographic dispersion, entry barriers in one or both industries, dependence asymmetry, and economies of scale are important environmental forces that impinge on relationship development in all four cases.
Examines the marketing concept (MC) and its foundation of customer orientation. Proposes that the General Electric Company promulgated MC and that this followed the Second World War, before being accepted formally by academics. States that the two major concepts are: that consumers know what they want; and that consumer sovereignty prevails. Believes marketers cannot take consumers as a given nor take them for granted and neither can manufacturers or they will also suffer. Questions whether consumers are always informed about products and what exactly they require and whether firms see themselves as merely responding to the market flow. States, in conclusion, that marketing communications can help shape wants and beliefs and that marketers should aim their best efforts at this area to enable better contacts.
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