Disentangling the Web: Losing Control and Loving It Harvard Case Solution & Analysis

The emergence of 'Web 2.0' tools such as blogs, Facebook and Twitter has considerably decreased the amount of control that organizations have over their messaging. Web 2.0 presents marketers with a dilemma: on the one hand, being talked about, shared and parodied on the Internet brings focus to a brand; on the other, it may not be the kind of attention the brand needs.

The author supplies three recommendations for organizations: lose the illusion of control; continuously monitor Web 2.0; and actively participate with your customers. He reveals that in the end, while it may seem like a brand-new playing field has appeared, in many ways, Web 2.0 returns us to two of the very bases of Promotion: understand your customers deeply and develop active, engaged relationships with them.

PUBLICATION DATE: January 01, 2012 PRODUCT #: ROT158-PDF-ENG

This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE

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