Assets Aren't Enough. By systematizing word of mouth, communities will tend to reward companies that give their customers excellent value. By making markets more efficient, they will reward companies able to manage their cost structure effectively when market prices come under pressure. Size and brand are going to be worth a lot less. Size becomes less important because less investment is required to create the distribution capability needed to reach your target customers.
Brand becomes less important because information is more readily accessible on individual products.
You no longer have to rely on brand as a guarantee of quality and value. New Roles for New Organizations. But the most radical potential impact of the virtual community may well be its impact on the way individuals manage their lives and companies manage themselves. Communities will serve to connect, much like the postal system and telephone before them. We are talking of Internet time, and The Race Belongs to the Swift.