The Internet Organizational Realm

Executive summary

Internet democracy means freedom of expression and action, shared production processes, and respect for diversity. The shift of communication from media to individuals, and people empowerment due to open access to information, generate a need for a brand-customer dialogue never experienced in the past. The ability to interact effectively with customers is becoming strategic in building long-lasting relationships.

In the internet’s systemic environment, organizations are under-going a complex process of change, causing issues in adaptation. Organizational structures need to evolve into network-relational models, adopting open communications patterns and global human-resources-development strategies. Business strategies require new competencies in managing technology, sales models, distribution patterns and dialogue to engage the customer in conversation and driving them to an attractive website.