In for marketplace exploitation—whether by charging more than a

In recent years the digital environment is viewed by users from a
new perspective, in a commercial way. Its development and the emergence of
online stores have turned users into consumers. Digital technology provides a
new channel to acquire product information through peer communication,
(Kozinets, 1999) .The digital platform, on a mass
scale, connect people in ways that facilitate sharing information, thereby
reducing the opportunities for marketplace exploitation—whether by charging
more than a competing supplier for otherwise identical goods and services or
charging anything at all for products that simply don’t work.. The Social Web
dramatically levels the playing field by making information plentiful, just as
it also levels businesses and organizations that operate on the principles of
making information scarce. The Social Web exposes the good, the bad, and the
ugly, simultaneously raising up what works and putting down what doesn’t
without regard for the interests of any specific party

 

Web
2.0 is challenging business leadership not only in the marketplace but now as
well across business fronts ranging from corporate reputation and the
attraction and retention of key employees to the design of new products and
services

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.Social
business—the application of social technologies as a formal component of
business processes—revolves around understanding how your customers or
stakeholders connect to your business and how you reshape your business to
understand, accept, and innovate based on their involvement. Social business is
about integrating all your business functions: customer support, marketing, the
executive team, and more. Digital platforms not only facilitates transactions
in tangible goods and services but also gives online access to content and
services. Access to content and digital services create numerous advantages due
to low marginal costs of distribution, instant and unlimited access and reduced
environmental costs.