L'article Stephen Baker met le B.R.ENT en plein dans la cible: Forces de ventes, transfert du CMS sur des plateformes de blogs, le COO comme corporate blogger à Mc Do, création de communautés de parties prenantes... tout y est !

http://businessweek.com/technology/content/feb2006/tc20060214_402499.htm

"Instead of public blogs, think about blog technology. That's the focus for many leading companies around the world. From McDonald [ajouter]'s (MCD ) to Cannondale Bicycle, corporations are using the software to revamp internal communications, reach out to suppliers, and remake corporate Intranets. Often the site doesn't look much different from what it's replacing. Sometimes there's nothing particularly bloggy about the results.

But these corporate initiatives are interactive and cheap to deploy -- making them an attractive form of communication. "Blogs are a way to bring our knowledge together," says Dave Weick, chief information officer at McDonald [ajouter]'s."

Food for thoughts again !

Gil

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