Description

Companies are only now realizing that for themselves to participate in this new market driven by a new user driven web, they will have to join in the conversation - learning to listen, to talk, to collaborate and become one with their customers who are the true owners of their brands. Either that or corporations face isolation, irrelevancy and obsolescence. Web 2.0 and specifically the social web means whole new ways companies need to learn to behave and relinquish control. This paper covers the many key aspects of this transformation.

A McGill University MBA Japan Information Systems term paper by team David Lance Shields, Sylvia Victor,Go Isobe, Kim Jun hyung, Ian Wakeford.