Abstract
In this paper, a conceptual framework is outlined for examining the strategic position of consumers in a society in which computer networks are assigned an increasingly important role in the distribution of goods and services. The framework deals with relationships among consumers as well as relationships between consumers and other actors in the distribution system, and in both cases the relationships can be based on either common or conflicting interests. With the aid of the framework, the author characterizes the strategic position of consumers in terms of influence and power or powerlessness.
The technological impacts dealt with are related to both the consumers' own use of computer technology, and its use by other parties such as suppliers and retailers. Examples of developments discussed in the paper are computerized checkout registers, electronic funds transfer systems, and home computers connected to central information systems.
The author predicts that the strategic position of consumers will be weakened as the new technologies become more commonplace while the strategic position of the most powerful commercial and institutional actors is likely to be strengthened. A number of strategies for collective consumer action which could countervail this tendency, are outlined at the end of the paper.
Zusammenfassung
Der Beitrag entwickelt zunächst einen Bezugsrahmen für die Beurteilung der strategischen Position von Verbrauchern in einer Gesellschaft, in der Computer-Netzwerke eine immer größere Rolle auch bei der Vermarktung von Gütern und Dienstleistungen spielen. Dieser Bezugsrahmen unterscheidet zwischen Beziehungen, die innerhalb der Konsumentenschaft bestehen, und solchen, die zwischen Konsumenten einerseits und anderen Akteuren im Verteilungssystem andererseits bestehen; in beiden Fällen können Beziehungen auf gemeinsamen Interessen wie auf einander entgegenstehenden Interessen beruhen. Mit Hilfe dieser Unterscheidung kennzeichnet der Autor die strategische Position von Verbrauchern durch die Möglichkeit ihrer Einflußnahme und durch ihre Machtstellung bzw. Machtlosigkeit.
Die technologischen Wirkungen, mit denen sich der Beitrag beschäftigt, beziehen sich auf die Nutzung der Computertechnologien durch die Verbraucher selbst wie auch durch andere Marktparteien wie Hersteller und Händler. Als Beispiele werden Entwicklungen im Bereich der elektronischen Ladenkassen, des elektronischen Zahlungsverkehrs und der an zentrale Informationssysteme angekoppelten Home-Computer diskutiert.
Der Autor gelangt zu der Prognose, daß die strategische Position von Verbrauchern mit zunehmender Verbreitung neuer Technologien tendenziell abnehmen wird, während die strategische Position der mächtigeren kommerziellen und institutionellen Akteure gestärkt werden dürfte. Der Beitrag schließt mit der Diskussion einiger Möglichkeiten kollektiver Verbraucheraktionen, die dieser Entwicklung entgegenwirken könnten.
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Additional information
Sigmund Grønmo is Research Director, The Norwegian Fund for Market and Distribution Research, Fredensborgveien 24, N-0177 Oslo 1, Norway, and Professor of Sociology at the University of Oslo. During the academic year 1986–1987 he is a Visiting Professor at the Department of Marketing, Illinois State University.
This article is a revised version of a paper presented at the symposium “New Challenges for European Consumer Policy,” held at Heiligkreuztal, FRG, on March 17–20, 1986, under the sponsorship of the European Cultural Foundation, the Commission of the European Communities, and IBM Deutschland. The author received very useful comments from other participants at the symposium, in particular from Klaus G. Grunert, Carl-Heinz Moritz, and Hans B. Thorelli. Furthermore, the author is grateful for comments received from several colleagues at the Norwegian Fund for Market and Distribution Research, at the University of Oslo, and at Illinois State University.
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Grønmo, S. The strategic position of consumers in the information society. J Consum Policy 10, 43–67 (1987). https://doi.org/10.1007/BF00411945
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DOI: https://doi.org/10.1007/BF00411945