One thing I like about the article is the authors explicitly state the importance of understanding "deep external forces and the narrower trends that they can unleash" as key to an organization's success.
Here's the link: http://tinyurl.com/25hp5fu.
This blog offers tips on strengthening relationships between organizations and their stakeholders through actions and more persuasive messages. These activities lead to a better reputation for the organization. To do these things, practitioners need solid information about the organizations for which they work and those organizations' stakeholders. Consequently they need to do research. The blog includes tips and ideas on this topic as well.
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