Proposal and sustentation of a network model which includes the consumer an active player

The article presents the logical, theoretical and methodological arguments supporting a proposal for a theory of networks which include the consumer as an active player, which is seldom considered in the literature on this theme, as found in a previous bibliographic analysis. Based on the theory of social network concepts as background of business relations, a model in the form of a system which includes the consumer in this network was presented. The model withstood logical, theoretical and methodological analysis. The logical analysis detected no fallacies. The analysis of theoretical coherence also did not reject the model. Field analysis of the test model showed its explanatory and application possibilities. Thus, the article shows a theoretical and methodological contribution with the inclusion of the consumer in the network, since the theory becomes more coherent and some research fields not yet fully researched in the area of business networks open up mainly in the services sector.