Chapter 5


Mainstream and Fringe

The global retail and consumer environment is characterized by high levels of turbulence and fragmentation. Within this challenging backdrop, there is a need for retailers (as well as all consumer-facing organizations) to establish ways to make sense of what is occurring, and it is important to develop an understanding of what is occurring not only in the mainstream but also on the fringe.

Consumer resistance movements have arguably moved from the fringe to become more mainstream, partly facilitated by the digital age. Globally, consumers are collectively gathering and taking on corporations in a variety of ways, and these activities can be broadly categorized as mainstream or fringe. Mainstream activities ...

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