In the multimedia sector, the introduction of new technologies, interactivity and information networks leads to main changes in several industries. Power relationships are unstable and a new phenomenon, the Upstream Direct Marketing, is appearing, that is direct marketing from the consumer to the producer. This article analyses the technological, structural and power issues with respect to this evolution.
TIXIER, D. and BERNARD, A. (1997). Interactivité, structure et pouvoir In: Encyclopédie de Gestion. 1st ed. Economica, pp. 1872-1886.