Talking to the Empowered Consumer Dealing with the Shift of Power

The concept of the empowered consumer cannot be considered as a field of exact scientific research yet. Nevertheless, it has become part of scholars’ interest and gains more and more importance in the research of organisational relationships with customers. It is suggested that two influencing criteria are especially at the forefront: The emergence of the Internet, which effected that barriers to collect and to disseminate information across boundaries were decisively reduced. As a consequence consumers could organise globally and collect and exchange information and experiences about organisations and their products. Furthermore, flexible interactivity between companies and consumers, but particularly from consumers to consumers enable direct interaction changing many previously established rules of doing business. Due to these new opportunities new business models developed and the proposition is that intangible values such as reputation gained even more importance and influence tangible outcomes. Suggestions are that 1.), this concept links communication, corporate behaviour and legitimacy of activities influencing reputation as a driver of value. 2.), reputation as a corporate asset can be managed but it is beyond the pure control of an organisation. 3.), reputation is part of public perception, which an organisation has to build, maintain and expand depending on communicative abilities and willingness to accept consumers as a centre of power. The following discussion will present Grunig et al.’s communication model explaining changed organisational challenges. It is put forward as a framework for marketing for times in which online opportunities added to the earlier b2b and b2c models c2c and P2P considerations and architectures. The annual studies of the market research institute puls undertaking regular representative research among German consumers since November 2005 will present evidence for the relationship of improved prices, which may be achieved, and the perception a firm possesses. This paper deals mostly with German examples and data, but the hypothesis is that a) the general situation in other Western countries is alike, but needs b) specific additional research, since cultural differences are expected to have a considerable influence, especially when criteria such as individualist and collectivist organisation of society and high and low context communication styles are involved. Hence, the results of the same study in different countries are therefore expected to present some variation. Additionally, the Cluetrain Manifesto challenges corporate behaviour of those companies still believing to have the ability to control information disseminated by and written about it. Examples provided will support the hypothesis that powerful consumers may have significant impact on organisational behaviour, decision-making and outcomes. Keywords: Empowered Consumer Concept, Symmetric Two-way communication, Reputation, c2c, P2

Gettysburg: Our College\u27s Magazine Spring 2016

From the President Janet Morgan Riggs \u2777 Table of Contents Scholarships Ensure Students a Broader, Global View (Craig Disher ’66) Jack Ryan: Vice Provost and Dean of Arts & Humanities Professor Jack Ryan From Father to Son to Sunderman (Frank Arbogast ’16) The 411: Suzanne Hermann Williams ’62 (Suzanne Hermann Williams ’62) Paying it Forward (Jack Duffy ’79) Making it Work: Public Archaeology (Paige Phillips ’12) The Writer\u27s Prompt was a Class Reunion Gettysburgreat: The Campaign for Our College Funds Sought for Music Tours (Joe ’75 and Susan Biernat ’77) Move-In Day is Memorable Shawna Sherrell Conversations Olympic-Sized Dreams (Andre Hinds ’16) The Mysteries of Golemo Gradište at Konjuh (Prof. Carolyn Snively, Katherine Haas ’10) The End of Fire Blight (Prof. Nikki Shariat, Jacob Marogi ’19, Dorothy Vosik ’19) Carina Sitkus The Bitters Biz (Ethan Hall ’11, Eric Kozlik ’11, Russell Garing ’11, Carolyn Margaret Murphy ’12) Carina Sitkus What Students Do: Engaging the Campus in Matters of Race (Ashley Fernandez ’16, Janet Morgan Riggs ’77, Troy Datcher ’90, Jeanne Arnold) What Makes Gettysburg Great: Broadcasting Public History (Jill Ogline Titus, Ian Isherwood ’00, Noah Wolfinger \u2719) Work that Makes a Difference: Inspiring Great Teaching (Anthony Angelini ’06) Save the Dates Class Notes Personal Lessons (Ian Isherwood \u2700) Plan Today to Impact Students Tomorrow (Betsy Haave Dougherty ’68)https://cupola.gettysburg.edu/gburgmag/1007/thumbnail.jp

Gettysburg: Our College\u27s Magazine Spring 2015

Table of Contents From the President Janet Morgan Riggs \u2777 Record Gift to the Sciences (Harrison Dickson \u2748) Office Hours: Professor Kathleen M. Cain Science & Service from Gettysburg to Yale (Amanda Pellowe \u2712 and Jeremiah Johnston \u2713) The 411: Steve Cloetingh \u2781 The Gettysburg Network Abroad (Jesper Rosenkrans \u2707 and Lionel Hong \u2712) Gettysburgives: $1.27 million in 36 Hours Renewing the Legacy (Rimvydas Baltaduonis, Divonna Stebick, Amy Dailey, Kurt Andresen, Richard Russell, Radost Rangelova) Great Work, Great Life (Sheri Woodruff \u2787) NEH Challenge Enhances Civil War Era Studies (Dr. Allen C. Guelzo) Conversations The Light at the End of the Tumble (Andy Hughes, William M. Matz \u2761, Lawrese E. Brown \u2710, Lindsay Musser Hough \u2798, David R. Brennan \u2775, Wayne W. Hasenbalg \u2776) Julie Seizes the Day Julie Day \u2716 The Cupola: Scholarship at Gettysburg College (Janelle Wertzberger, Professor Julia Hendon, Robin Wagner) More than Relative: Family Ties (Lexie E. Mowery \u2715, Haley Mowery \u2718, Harold F. Mowery III \u2776, Teena Stewart Mowery \u2779, Phyllis Shearer Mowery \u2753, Winifred Shearer Kost \u2757, Harold Shearer \u2724) What Students Do: EI Fellows Abroad (Professor Shirley Anne Warshaw, Keith Masback \u2787) What Makes Gettysburg Great (Professor Tom Little, Professor Dan Drury) Work that Makes a Difference (Michael Reichgott \u2761) Class Notes We are Obsessed with Leadership Dan Yaeger \u2781https://cupola.gettysburg.edu/gburgmag/1004/thumbnail.jp

Gettysburg: Our College\u27s Magazine Winter 2018

From the President Janet Morgan Riggs \u2777 Table of Contents Virtual Dissection Tables to Enhance Study of Anatomy Prof Notes: Jennifer Bloomquist (Professor Jennifer Bloomquist) Life\u27s Lessons Learned from Sports & Science (Sarah Hansen \u2717, Alex Posch \u2714) The 411: Allison Meckley \u2705 For the Love of Data (Svet Semov \u2711, Shannon Brobst \u2715) Snapshots They Inquire, They Inspire Gettysburgreat: The Campaign for Our College Media Notes (Professor John B. Zinn) Conversations The Best of Both Worlds Andrew Milone \u2718 Metamorphosis: Professor Kay Etheridge Carina Sitkus Our Endowment and Why It Matters Mike Baker Hope is in the Genes: Louis M. Kunkel \u2771 Carina Sitkus What Students Do: Interns at Cannes (Robert Sharpe \u2717, Nick Merrit \u2718) Work that Makes a Difference: Art Pros from the Gettysburg Network (Laura Elizabeth Barone Shea \u2710, Emily Francisco \u2714, Elizabeth Petersen \u2710, Sarah Parker \u2713, Rebecca Duffy \u2716, Molly Reynolds \u2714) What Makes Gettysburg Great: Actual and Virtual Treasure Save the Dates Class Notes In Memory We Remember President Emeritus Gordon A. Haaland Share Your Dreams & Inspiration (Marion McKenzie ’19)https://cupola.gettysburg.edu/gburgmag/1012/thumbnail.jp

Gettysburg: Our College\u27s Magazine Spring 2018

From the President Janet Morgan Riggs \u2777 Table of Contents News @ Gettysburg: Majestic Nears 100 (Jean LeGros \u2773) Prof Notes: Christopher Fee (Professor Chris Fee) What to Explore in Computer Science? Jordan Marks \u2718 The 411 (Troy Datcher \u2790) Day to Lead: Conservatory (Professor James Day) Scholars and Authors Snapshots Discovery, Diversity and Excellence in Music Prized Prof. (Avner Dorman) Media Notes Gettysburgreat: What will Gettysburgreat look like? Litigating for Good (Julius Redd \u2707) Dichotomies Illustrated (Zoe Yeoh \u2718) Conversations Determined to Travel: Rejection Drove David Zapate \u2794 Worldwide Kasey Varner \u2714 Complex Memories: The Vietnam War Era Kasey Varner \u2714 Gettysburg Remembers Making it in Marketing: A Strategic Blend of Majors Helps Elise Sondhem \u2715 Drive Big Brands Kasey Varner \u2714 A Horse of Course: Professor Koren Lipsett Karina Sitkus What Students Do: Speaking Arabic (Spencer King ’19, Marley Dizney Swanson ’18) What Makes Gettysburg Great: Studying Salamanders (Professor Ryan Kerney) Work that Makes a Difference: Coming Together (Chentese Stewart-Garner ’18) Save the Dates Class Notes In Memory Parting Shot: a Question of Quality Nancy Springer \u2770https://cupola.gettysburg.edu/gburgmag/1013/thumbnail.jp

Gettysburg: Our College\u27s Magazine Spring 2017

From the President Janet Morgan Riggs \u2777 Table of Contents The Win-Win of Giving (Angela Gravino Estes \u2764, Jere Estes \u2765) Prof Notes: Len Goldberg A Career Connector Returns (Rachel Fry \u2715) The 411: Bruce Chamberlin \u2786 The Sights and Sounds of Other Times (Professor Christopher D\u27Addario) Envisioning the Future of the Finance Industry (Eric Allyn P\u2716, Andy Larkin \u2786, Chris Matthaei \u2701, Daria Lo Presti Wallach \u2776) Gettysburgreat: The Campaign for Our College U.S. Department of State Selects Eisenhower Institute Fellows for Diplomacy Lab LAX Top Honor (Carol Daly Cantele \u2783) Kudos from Coaches Conversations We Are All Gettysburg (Darrien Davenport) A Sense of a Place, a Spirit of Place (Christopher Hann) Florida Diaries (Professor Amer Kobaslija, David Rampersad Jr. \u2717) Finding Future Founders (Kasey Varner \u2714) From Gettysburg: A Diploma and a Byline Carina Sitkus Do Great Work: Velkommen Welcome (Julie Welde \u2718, Peter Yergeu \u2718) Do Great Work: Teaching, Learning, and Creative Work (Professor Avner Dorman) Do Great Work: Clean and Green and True to Herself (Tess Barton O\u27Brien \u2706) Save the Dates Class Notes In Memoryhttps://cupola.gettysburg.edu/gburgmag/1010/thumbnail.jp

Gettysburg: Our College\u27s Magazine Winter 2019

From The President Janet Morgan Riggs \u2777 Table of Contents New Multidisciplinary Imaging Suite In Sciences (Alexander Paredes ’20, Prof. Kate Buettner, Prof. Shelli Frey, Prof. Kurt Andresen, Prof. Lucas Thompson) Prof Notes: William D. Bowman (Prof. Bowman) The Making Of An Entrepreneur (Cathie Wood P’15, Caroline Wood ’15, Prof. Drew Murphy ’84, P’20, Betsy Duncan Diehl ’84, P’14, President Janet Morgan Riggs ’77) The 411 (Daria Lo Presti Wallach ’76) Visionary Faculty (Prof. Abdulkareem Said Ramadan, Prof. Christopher Barlett, Prof. Andrew Wilson, Prof. Gary Mullen, Prof. Hakim Williams, Prof. McKinley E. Melton, Prof. Kathy Berenson, Prof. Ryan Kerney) Snapshots (Greg Hoy \u2792, Prof. Kay Etheridge) Big Picture: CUB\u27s New Look Conversations Leading From Within: Janet Morgan Riggs \u2777 Mike Baker Gettysburg College: The Riggs Presidency At A Glance A President\u27s Place Michael J. Birkner ’72, P’10 Tick Tock, What Is The Meaning Of Time? Katelyn Silva, Photos by Miranda Harple (Kristin Largen, Prof James M. Day, Prof. Steven Gimbel, Prof. Ian Isherwood ’00, Prof. Jacquelynne Milingo, President Janet Morgan Riggs ’77) What Students Do: Inviting Difficult Conversations (Tyra Riedemonn ’20) Work That Makes A Difference: Graffiti for Good (Sneha Shrestha ’10) What Makes Gettysburg Great: College Honors 14 Gettysburgians of the Vietnam Era (Sue Colestock Hill ’67, Steve Nelson ’69, Mike Langey ’69) Save the Dates Class Notes In Memory Parting Shot: Stepping Back With Forward Momentum David Brennan ’75, P’00 Reunion Weekend 2019: Everyone\u27s Invitedhttps://cupola.gettysburg.edu/gburgmag/1015/thumbnail.jp

Gettysburg: Our College\u27s Magazine Spring 2014

Table of Contents: Agriculture the Aperture, Global the View (Rebecca Croog, \u2714) What Is Your Passion? Professor Hakim Mohandas Amani Williams What Makes A Great... Zoo? Anne Elefterakis ’99 First Academic All-Americans: Men\u27s Soccer (Andrew Bellis ’14 and Devin Geiman ’14) Public Information Public History (David Fort ’00), Macy Collins \u2714 Sports Illustrated: 5 Questions for SI\u27s Publisher (Brendan Ripp ’99) Leap of the Century (Howard Bostock ’18), Corey Jewart Students Research the Origins of Autism, Samantha Gagliano ’14 Lured by the Lore of the West, Kasey Varner ’14 Immersed in Environmental Policy East Meets West Gifts That Made Gettysburg What It Is Today Working Space (President Janet Morgan Riggs ’77) What Makes Gettysburg Great Class Noteshttps://cupola.gettysburg.edu/gburgmag/1000/thumbnail.jp

Gettysburg: Our College\u27s Magazine Fall 2018

We Are The Champions Brooke Holechek \u2719 Back to Back Champions Table of Contents From the President Janet Morgan Riggs \u2777 History That\u27s Digital Kasey Varner \u2714 Worldwide Connections (Allison Dauner Zoller ’01) Three Join the Board of Trustees Prof Notes: Charles (Buz) Myers JR. P\u2709 (Professor Charles (Buz) Myers) Sunderman Prof. Bill O\u27Hara Pioneers Video Game Music Course Jordan Marks \u2718 Snapshots What Makes a Great Joke? Professor Steve Gimbel The 411 (Sherrin Hilburt Baky-Nessler \u2765, P\u2701) Conversations Big Picture: Special Commencement Miranda Harple Battlefield as Teacher Katelyn Silva Discovering Her Resilience: Rhiannon Winner \u2719 Jeffrey Lauck \u2718 Geologist Bob Gastaldo \u2772 Investigates: Will We Cause Our Own Mass Extinction Lucas Joel What Students Do (Christina Noto ’19) Work Makes a Difference What Makes Gettysburg Great (Prof. Todd W. Neller) Save the Dates News of Note Class Notes Class of 1968 50th Reunion In Memory Parting Shot: 2018 Special Commencement Ceremony Remarks to Men’s and Women’s Lacrosse (Sharon Stephenson) The 1832 Society: The Impact of Legacyhttps://cupola.gettysburg.edu/gburgmag/1014/thumbnail.jp