The internet, consumer empowerment and marketing strategies
Autor(a) principal: | |
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Data de Publicação: | 2006 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://ciencia.iscte-iul.pt/public/pub/id/23434 http://hdl.handle.net/10071/10560 |
Resumo: | Purpose - Arguing that increasing use of information and communication technologies (ICT) is shifting market power from 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 examined historically, using quality gap analysis to capture an ongoing power struggle between consumers and suppliers. This draws out the limitations of current marketing and management strategies. The different forms of marketing challenges in this new environment are discussed. Findings - The role of marketing strategies in fostering controlled consumer empowerment is reflected in the development of information-based consumer-centric marketing strategies that seek to enable and control delegation. In designing such strategies, consumers' familiarity with and use of ICT are both strengthened and widened, emphasising the uncontrolled nature of the consumer empowerment process. Research limitations/implications - The approach is literature-based, focussing on the ICT enabled process. It does not address the psychology of empowerment. Since, consumer empowerment may imply switching suppliers in search of better value propositions, business cannot afford to ignore it, justifying the need for further research of both elements. Practical implications - Marketing strategy rests on a control premise and the analysis of the consumer empowerment process implies that current customer-centric strategies are operating under a false premise. There is a need to regain control over the marketing process, that is, to either manage the technological empowerment of consumers, or to devise new strategies cognisant of the possibility that such technological empowerment cannot be managed. The valuation of consumer loyalty in this environment rises significantly. Originality/value - An historical perspective to consumer empowerment exposes the tensions between suppliers and consumers arising from ICT usage. A separation of consumer access and enablement from control and management by suppliers is shown to have important marketing strategy design implications. |
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The internet, consumer empowerment and marketing strategiesInternetEmpowermentQuality assuranceService levelsCustomer satisfactionPurpose - Arguing that increasing use of information and communication technologies (ICT) is shifting market power from 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 examined historically, using quality gap analysis to capture an ongoing power struggle between consumers and suppliers. This draws out the limitations of current marketing and management strategies. The different forms of marketing challenges in this new environment are discussed. Findings - The role of marketing strategies in fostering controlled consumer empowerment is reflected in the development of information-based consumer-centric marketing strategies that seek to enable and control delegation. In designing such strategies, consumers' familiarity with and use of ICT are both strengthened and widened, emphasising the uncontrolled nature of the consumer empowerment process. Research limitations/implications - The approach is literature-based, focussing on the ICT enabled process. It does not address the psychology of empowerment. Since, consumer empowerment may imply switching suppliers in search of better value propositions, business cannot afford to ignore it, justifying the need for further research of both elements. Practical implications - Marketing strategy rests on a control premise and the analysis of the consumer empowerment process implies that current customer-centric strategies are operating under a false premise. There is a need to regain control over the marketing process, that is, to either manage the technological empowerment of consumers, or to devise new strategies cognisant of the possibility that such technological empowerment cannot be managed. The valuation of consumer loyalty in this environment rises significantly. Originality/value - An historical perspective to consumer empowerment exposes the tensions between suppliers and consumers arising from ICT usage. A separation of consumer access and enablement from control and management by suppliers is shown to have important marketing strategy design implications.Emerald Group Publishing Ltd.2016-01-06T16:48:52Z2006-01-01T00:00:00Z20062016-01-06T16:47:59Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://ciencia.iscte-iul.pt/public/pub/id/23434http://hdl.handle.net/10071/10560eng0309-0566Pires, G.Stanton, J.Rita, P.info:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:58:40Zoai:repositorio.iscte-iul.pt:10071/10560Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:30:35.632206Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The internet, consumer empowerment and marketing strategies |
title |
The internet, consumer empowerment and marketing strategies |
spellingShingle |
The internet, consumer empowerment and marketing strategies Pires, G. Internet Empowerment Quality assurance Service levels Customer satisfaction |
title_short |
The internet, consumer empowerment and marketing strategies |
title_full |
The internet, consumer empowerment and marketing strategies |
title_fullStr |
The internet, consumer empowerment and marketing strategies |
title_full_unstemmed |
The internet, consumer empowerment and marketing strategies |
title_sort |
The internet, consumer empowerment and marketing strategies |
author |
Pires, G. |
author_facet |
Pires, G. Stanton, J. Rita, P. |
author_role |
author |
author2 |
Stanton, J. Rita, P. |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Pires, G. Stanton, J. Rita, P. |
dc.subject.por.fl_str_mv |
Internet Empowerment Quality assurance Service levels Customer satisfaction |
topic |
Internet Empowerment Quality assurance Service levels Customer satisfaction |
description |
Purpose - Arguing that increasing use of information and communication technologies (ICT) is shifting market power from 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 examined historically, using quality gap analysis to capture an ongoing power struggle between consumers and suppliers. This draws out the limitations of current marketing and management strategies. The different forms of marketing challenges in this new environment are discussed. Findings - The role of marketing strategies in fostering controlled consumer empowerment is reflected in the development of information-based consumer-centric marketing strategies that seek to enable and control delegation. In designing such strategies, consumers' familiarity with and use of ICT are both strengthened and widened, emphasising the uncontrolled nature of the consumer empowerment process. Research limitations/implications - The approach is literature-based, focussing on the ICT enabled process. It does not address the psychology of empowerment. Since, consumer empowerment may imply switching suppliers in search of better value propositions, business cannot afford to ignore it, justifying the need for further research of both elements. Practical implications - Marketing strategy rests on a control premise and the analysis of the consumer empowerment process implies that current customer-centric strategies are operating under a false premise. There is a need to regain control over the marketing process, that is, to either manage the technological empowerment of consumers, or to devise new strategies cognisant of the possibility that such technological empowerment cannot be managed. The valuation of consumer loyalty in this environment rises significantly. Originality/value - An historical perspective to consumer empowerment exposes the tensions between suppliers and consumers arising from ICT usage. A separation of consumer access and enablement from control and management by suppliers is shown to have important marketing strategy design implications. |
publishDate |
2006 |
dc.date.none.fl_str_mv |
2006-01-01T00:00:00Z 2006 2016-01-06T16:48:52Z 2016-01-06T16:47:59Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://ciencia.iscte-iul.pt/public/pub/id/23434 http://hdl.handle.net/10071/10560 |
url |
https://ciencia.iscte-iul.pt/public/pub/id/23434 http://hdl.handle.net/10071/10560 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
0309-0566 |
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info:eu-repo/semantics/embargoedAccess |
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embargoedAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Emerald Group Publishing Ltd. |
publisher.none.fl_str_mv |
Emerald Group Publishing Ltd. |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799134867856818176 |