Blogging the Market

Weblogs have been recently characterised as the "open source media". And in much the same way that open source software is been deployed, marketed and sold within both commercial and non-commercial contexts, weblogs can advance both commercial and non-commercial objectives. However, in this primary - research paper, the focus is on the benefits that organisations can seize by embracing weblogs, and how weblogs are bound to revitalise marketplace and workplace conversations. In addition, several case studies are being analysed, ranging from Slashdot and Openflows to Amazon, Macromedia, Groove Networks, and Gizmodo.