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| Author: | Fitchett, J. A. |
| Title: | Consumers as stakeholders: prospects for democracy in marketing theory |
| Journal: | Business Ethics
2005 : JAN, VOL 14:1, p. 14-27 |
| Index terms: | consumer behaviour stakeholders marketing theory marketing marketing research democracy |
| Language: | eng |
| Abstract: | The article explores the opportunities for developing marketing research to the direction of defining consumers as a primary stakeholder constituency. Freeman's (1994) principles of stakeholder management and Friedman and Miles' (2002) stakeholder matrix are used to evaluate the legitimacy of the consumer stakeholder constituency. The article reveals various problems in the new direction, which include conceptual problems with the (dis)organization of mass consumer interests and difficulty for sustaining both democratic principles and an individualistic, market-based ideology. |
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