Abstract
AbstractHistorically, the consumer movement has defined business as big business. This paper proposes that we shift the focus to consumer transactions with small‐ and medium‐sized enterprises (SMEs). After SMEs are defined, facts about the realities of SMEs are used as stepping stones to develop the idea that consumer interactions with SMEs are different than those with large firms and merit the attention of consumer scholars. Thirteen recommendations are tendered for future research including rethinking our traditional approach to consumer behaviour theory, consumer policy, and consumer movement theory.
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