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Value Creation on the Web: A Vision

In: Trust, Social Relations and Engagement

Author

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  • Donatella Padua

Abstract

Executive summary On the internet, information is power, but it has to be channelled and to become accessible. Hence, the real power apparently lies in the distribution of information and access to it, which nowadays is mostly in the hands of customers and of search engines. To rebalance the brand-customer power relationship, brands will have to become ‘relationship enablers’, gaining customers’ trust with the offer of access to other relationships with people sharing the same interests, values and feelings both in the brand’s conceptual area and in others. Brands, as relationship enablers, become new information hubs, potentially fragmenting the oligopolistic market of the search engines. The concept of relationship enabler represents an evolution of the brand-customer relationship building of value behind a value-for-engagement model. The aim of this chapter is to provide a challenge to organizations on the possible future of the conversational web.

Suggested Citation

  • Donatella Padua, 2012. "Value Creation on the Web: A Vision," Palgrave Macmillan Books, in: Trust, Social Relations and Engagement, chapter 7, pages 150-164, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-39125-3_7
    DOI: 10.1057/9780230391253_7
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