Consumer dominated market communication - WOM research and how companies capitalize on it

'Consumer dominated market communication' (CDMC) refers to the dissemination and influence of inter-consumer interaction beyond the direct control of a company. Despite numerous theoretical inter-disciplinary notions and empirical findings emphasizing the effect of CDMC in comparison to company dominated market communication, it would be an exaggeration to claim that companies have actively and systematically attempted to capitalize on inter-consumer interaction. The company's most common and tangible strategies have simply related to achieving high and stable customer satisfaction, including customer complaint handling. The present article argues that the company oriented word-of-mouth literature would benefit from the behavioral word-of-mouth-literature, concerning interpersonal aspects which enhance or disrupt CDMC.