ABSTRACT
This chapter discusses an integrative framework of consumer power proposed by Denegri-Knott, Zwick and Schroeder for the purpose of redefining boundaries in the study of power for marketing and consumer research, surveying the state of research to date and suggesting new directions for research. It offers an entree for those new to the study of power and for the more familiarized reader, and provides a hopefully useful point of reference and departure. The chapter describes the proposed cartography that reflects the term's complex theoretical roots, not in the spirit of forcing convergences, but rather to help critical marketing and consumer researchers engage with the study of power more rigorously. It provides a revised edition of a cartography of power models for marketing and consumer research first published in 2006. The chapter outlines directions for future research.
