BUSINESS IS ADAPTING TO CONSUMERISM

A SURVEY OF 3418 MANAGERS INDICATES THAT THEY SEE CONSUMERISM AS PERMANENT, AND ARE OPTIMISTIC ABOUT ITS EFFECTS ON THE MARKETPLACE. BROAD RECOGNITION AND GROWING ACCEPTANCE CHARACTERIZE MANAGEMENT'S ATTITUDE TOWARD CONSUMERISM, THE 'BUYER'S RIGHTS' MOVEMENT THAT HAS SOMETIMES FR...

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Published inHarvard business review Vol. 52; no. 5; p. 38
Main Authors Greyser, Stephen A, Diamond, Stephen L
Format Magazine Article
LanguageEnglish
Published Boston Harvard Business Review 01.09.1974
Harvard University Graduate School of Business Administration
Subjects
Attitude surveys
Business community
Consumerism
Managers
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Abstract A SURVEY OF 3418 MANAGERS INDICATES THAT THEY SEE CONSUMERISM AS PERMANENT, AND ARE OPTIMISTIC ABOUT ITS EFFECTS ON THE MARKETPLACE. BROAD RECOGNITION AND GROWING ACCEPTANCE CHARACTERIZE MANAGEMENT'S ATTITUDE TOWARD CONSUMERISM, THE 'BUYER'S RIGHTS' MOVEMENT THAT HAS SOMETIMES FRUSTRATED, SOMETIMES DISMAYED, THE BUSINESS COMMUNITY. THIS COMPREHENSIVE REPORT INTERPRETS THE OPINIONS OF HBR SUBSCRIBERS ON THE CAUSES AND GROWTH OF CONSUMERISM, ITS IMPACT ON MARKETING AND OTHER BUSINESS PRACTICES, PRESENT AND PROSPECTIVE BUSINESS REACTIONS TO IT, AND ITS REGULATORY RAMIFICATIONS. TWO EIGHT PAGE QUESTIONNAIRES WERE USED IN THE STUDY. THEY CONSISTED OF AGREE-DISAGREE STATEMENTS ALONG WITH A NUMBER OF RANKING AND CHECK-OFF QUESTIONS. AN IMPORTANT COMPONENT OF THE STUDY WAS THE TWO-SIDED APPROACH TO THE EXPLORATION OF 21 KEY ISSUES. CHARTS.
AbstractList A SURVEY OF 3418 MANAGERS INDICATES THAT THEY SEE CONSUMERISM AS PERMANENT, AND ARE OPTIMISTIC ABOUT ITS EFFECTS ON THE MARKETPLACE. BROAD RECOGNITION AND GROWING ACCEPTANCE CHARACTERIZE MANAGEMENT'S ATTITUDE TOWARD CONSUMERISM, THE 'BUYER'S RIGHTS' MOVEMENT THAT HAS SOMETIMES FRUSTRATED, SOMETIMES DISMAYED, THE BUSINESS COMMUNITY. THIS COMPREHENSIVE REPORT INTERPRETS THE OPINIONS OF HBR SUBSCRIBERS ON THE CAUSES AND GROWTH OF CONSUMERISM, ITS IMPACT ON MARKETING AND OTHER BUSINESS PRACTICES, PRESENT AND PROSPECTIVE BUSINESS REACTIONS TO IT, AND ITS REGULATORY RAMIFICATIONS. TWO EIGHT PAGE QUESTIONNAIRES WERE USED IN THE STUDY. THEY CONSISTED OF AGREE-DISAGREE STATEMENTS ALONG WITH A NUMBER OF RANKING AND CHECK-OFF QUESTIONS. AN IMPORTANT COMPONENT OF THE STUDY WAS THE TWO-SIDED APPROACH TO THE EXPLORATION OF 21 KEY ISSUES. CHARTS.
Author Greyser, Stephen A
Diamond, Stephen L
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SubjectTerms Attitude surveys
Business community
Consumerism
Managers
Title BUSINESS IS ADAPTING TO CONSUMERISM
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