Interesting article. Here an abstract from the study.
IT-enabled online collaboration, particularly with online communities, is increasingly important for corporate reputation and brand management, according to a new Economist Intelligence Unit study.
The Verizon-sponsored study, “Dangerous liaisons: How businesses are learning to work with their new stakeholders,” surveyed senior executives worldwide on their views of how an emerging group of non-traditional stakeholders is impacting corporate reputation.
According to the study, 78% of the respondents say that interaction with special-interest groups, non-governmental organizations (NGOs) or citizen groups is important to their business, while 33% say that online communities will be their most important category of “non-traditional stakeholder” in five years.