20th
January
2004
Blogging the Market
“How weblogs are turning corporate machines into real conversations… Provided that weblogs are not co-opted by rigid corporate policies that aim at stifling the creative spirit that fosters innovation — one of the reasons for having weblog communities at the first place — weblogs can be successfully deployed within the organisation with a pervasive effect across all the stages of the value chain ‘achieving a greater return on connection from employee, customer and partner relationships.’ As an extension, they can possibly involve all interested groups; regardless of their level of attachment to the company.”