Large enterprises these days find they have lots of non-traditional stakeholders, apart from investors, employees and customers. The largest enterprises have to deal with non-governmental organizations, special interest groups, research groups, citizen groups, universities and charitable organizations, for example.
The direct risks for large enterprises are damage to company reputation as well as the costs of managing such relationships, loss of market share and sales revenue, according to a an Economist Intelligence Unit study.
The study found 78 percent of the respondents say interaction with special-interest groups, non-governmental organizations (NGOs) or citizen groups is important to their business, while 33 percent say that online communities will be their most important category of "non-traditional stakeholder" in five years.
In part, the reason is that the non-traditional stakeholders will be using presence-enabled applications, converged fixed-mobile communications, online white boarding, team workspaces, blogs, podcasts and wikis that enterprises will have to respond to.
In essence, the study suggests large enterprises must learn to use the same tools the non-traditional stakeholders do, or risk damage to their reputations, intellectual property or even market share and revenues.
read the study
Thursday, August 26, 2010
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