Speed Read - Groundswell: winning in a world transformed by social technologies

Laura James

This article summarises the book 'Groundswell: winning in a world transformed by social technologies', by Charlene Li and Josh Bernoff (Harvard Business School Press, 2008).

Speed Read - Groundswell: winning in a world transformed by social technologies

Charlene Li and Josh Bernoff, Harvard Business School Press, 2008 (view on Amazon)

Introduction

Consumers are discussing brands on blogs, writing derogatory comments about corporates on social networking sites and running pastiches of advertising campaigns on You Tube. It’s a social phenomenon called ‘groundswell’. It’s global, unstoppable and it is fundamentally changing the way companies and consumers interact, say Forrester Research analysts Charlene Li and Josh Bernoff.

Li and Bernoff are among the most high profile of Forrester’s analyst teams, and specialise in social computing and...

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