Corporates and online communities

Robert Young looks at how corporates can engage with online communities.

At the end the lesson is one of a paradox. As the power shifts increasingly towards community, the corporation loses its grip on the traditional means of control. Yet, by letting go of control, the corporation creates an environment where the community willingly creates its own switching costs. Such changing market behavior, which is structural and permanent for any industry being usurped by the Internet, must be met with a corresponding shift in corporate mindset.

(Hat tip to James.)

1 thought on “Corporates and online communities

  1. Steven Harold

    I agree that the internet and in particular blogs are facilitating a shift in the balance of influence and power away from the large corporations to communities. The individual can now have their voice heard from the comfort of their own home.

    Reply

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