The ethics of consumer sovereignty in an age of high tech

We argue that consumer sovereignty in an increasingly high tech world is mo re of a fiction than a fact. We show how the principle of consumer sovereig nty that governs the societal impact of economic competition is no longer v alid. The world of high tech is increasingly responsible for changes in the opportunity, ability, and motivation of business firms to compete. Further more, the world of high tech is increasingly responsible for changes in the opportunity, ability, and motivation of consumers to engage in rational de cision making. We conclude that we cannot rely on consumer sovereignty to m aintain a thriving economy. Instead, we need to develop performance standar ds designed to meet the demands of the various stakeholders of the organiza tion.