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Broad recognition and growing acceptance characterize management's attitude toward consumerism, the ‘buyers' rights’ movement that has sometimes frustrated, sometimes dismayed, the business community. Generally considered as here to stay, consumerism is now seen by a surprisingly large number of executives as an opportunity rather than a threat. 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. [ABSTRACT FROM AUTHOR]