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The networked path to real customer engagement

from The Demand Perspective

Economist Rick O'Sullivan notes in "Associations as Agents of Change in the Collaborative Economy" that many associations "have difficulty to identify how the shift in business relationships from smoke-stacked industry organizations to cross-sector coalitions has fundamentally redefined the demand for association services." Knowledge alone is not a motivator. It requires that we clean the slate of habit and denial and make connections between abstract concepts and specific actions and decisions. Instead of advocating for change and innovation in the abstract, O'Sullivan patiently and perceptively translates major economic and social shifts into the practical implications for the way associations define and conduct their business. more

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