Online vs. Offline Gossip as a Source of Corporate Communicative Advantage

In a world that may be described by information revolution, it is becoming more and more important to discover the diffusion of information and news in a new technological environment. We are not dependent but, more in control of receiving and forwarding information in this technology driven environment. What we can find is that in today’s interpersonal communications, even corporate communications, gossip-like information gain a more important role. Starting from the psychological notion of gossip we asked the question how gossip occurs, evolves and disperses on the internet, what the main criteria of its diffusion and how these maybe taken into service of a company. The power of gossip derives from its biological basis that is communication advantage. The “newsmonger” maybe described with good memory, being up-to-date even in non-gossip like situations. The spread of info is faster and more precise among people with similar professions or of common interest. The content of the gossip adopts to the intellectual level of its audience. We conducted multiple research methods in order to discover about the nature of gossip of corporate interest: content analyses of blogs (N=10) and forums (N=10); online in-depth interviews (N=10); and individual consumer narratives (N=100). Our research shows that companies may lead and use gossip in an online context for their own communication intentions, however, corporate presence in terms of online gossips has to fulfill requirements in order to remain acceptable: that are specific language and place, openness, being direct about expressing intention and origin. In our paper we are going to present our major results and theoretical model

Resource-based view and dynamic capabilities - Achieving competitive advantage through internal resources and competences

Strategy has always been important for success. Whether strategy is applied for military purposes, in large firms, or even for personal objectives, there are certain key characteristics that every successful strategy carries on: clear, objective and simple goals; deep knowledge and understanding of the competitive environment; objective understanding and exploitation of resources; and an effective plan implementation. In this paper, the author’s attention will be focused on the role of internal resources, routines and processes as the bases of sustained competitive advantage (hereafter SCA) into what is now known as the resourcebased view of the firm (RBV) and Dynamic Capabilities (DC). First, the relevance of RBV and DC approaches and the main characteristics of those are briefly mentioned. Second, RBV and DC are examined as an important piece to achieve SCA. Later on, the author deepens into some examples and the manager’s importance when using these RBV and DC approaches. Then issues related with complexity and undefined concepts in RBV and DC are briefly mentioned. Finally, conclusions and personal comments are presented.