Consumer Power Unleashed: Managing the Rise of the Digital Activist

Viral activism now presents a major threat to global brands. "If you don't like it, tweet about it" has become the mantra for dissatisfied customers who have embraced the power of the Internet, and social media, in particular. The impact of online consumer activism cannot be under-estimated, says Australia's consumer watchdog, CHOICE. But nimble companies are acting fast, saying sorry and leveraging the abundance of consumer insights for product development and further interaction, note experts at the Australian School of Business. The new age of the digital activist is a prime opportunity for development.