Groundswell

Groundswell

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Li, Charlene | Bernoff, Josh Harvard Business School Publishing Corporation, 2011 Audio summary available
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IN THIS SUMMARY

In Groundswell, Charlene Li and Josh Bernoff navigate the swelling sea of interactive technology, showing how successful companies have harnessed the power of interactive technology to achieve a more productive relationship with their customers. The speed with which new technologies appear has created a groundswell—a social trend in which people use technologies to get the things they need from each other rather than from corporations. Companies that focus on the human element and have a willingness to engage with the groundswell are well-positioned to identify a winning strategy and choose the best technology for implementing it. Such companies use the groundswell to their advantage, and ensure their survival well into the new century.