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Keywords: Power dynamics
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Journal Articles
Whose customer is it anyway? Exploring firm power dynamics in consumer markets
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2026) 44 (3): 482–499.
Published: 05 September 2025
...Diego Alvarado-Karste; Richard Conde Purpose This study examines the power dynamics between manufacturers, retailers and consumers in shaping market interactions. It introduces the power X persuasion framework, integrating dependency-based power structures with consumer persuasion mechanisms...
