An analysis of consumer power on the Internet

The industrial revolution was to manufacturers what the digital revolution is to consumers. What we are seeing today is a renegotiation of the relationships between companies and consumers, and a fundamental recasting of conventional marketing in favor of the consumer. This study, therefore, discusses consumer power in marketing theory and analyzes consumer power sources and changing power dynamics with case studies. Finally, it contributes to theory by investigating power dynamics in each stage of the consumer decision-making process. (C) 2006 Elsevier Ltd. All rights reserved.