Business Blogging and Enterprise Strategy: Controversy and Evidences

Nan Hu, Yun Wan, Chen Ye and Ling Liu
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Nan Hu: University of Wisconsin – Eau Claire, USA
Chen Ye: Purdue University Calumet, USA
Ling Liu: University of Wisconsin – Eau Claire, USA

International Journal of E-Entrepreneurship and Innovation (IJEEI), 2012, vol. 3, issue 2, 1-13

Abstract: Some experts are concerned that blogging may be in conflict with other more controlled public relation activities and suspect that only those companies in bad financial shape would resort to business blogging as a cheap attempt. Using data collected from Fortune 500 Business Blogging Wiki, the authors demonstrated that business blogging can be used as a new strategic tool for companies to sustain their existing competitive advantages. The authors found business blogging tend to correlated with higher sales, lower cost of goods, and reduced advertising expenses for companies. They also found that those companies use product differentiation as their main competitive strategy could better utilize business blogging to sustain their competitive position, thus maintain or increase their financial performances.

Date: 2012
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