Know the social behavior of consumers if you wanto to work on the new web

An interesting article on Knowledge.Wharton of University of Pennsylvania on the relation between firms and the new interconnected and social markets


http://knowledge.wharton.upenn.edu/article.cfm?articleid=2009

In short: if you want to work on the web 2.0 you need to know not only the answers to the "'who, what, where and how" questions. You need to know the "WHY", and therefore the cultural explanations of social behavior, in order to understand and work on the cultural differences in web 2.0.

AM