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Unformatted text preview: Chapter 7 Thats the idea behind The Mesh, a book by entrepreneur Lisa Gansky, and a related website ( meshing.it ), focused on the trend. A new generation of technologies is enabling sharing as a key to business, the thinking goes, and consumers are game for the change. From movie-sharing site Netflix to car-sharing service Zipcar, businesses are thriving based on a sharing model. These mesh businesses signal something of a cultural change in our ideas about ownership. When you think of a traditional business, youre likely to think of a store selling a product thats been manufactured, like a piece of clothing or a CD. Yet now, with so much of our lives taking place within the digital sphere, from reading e-books to exchanging photos by e-mail, we may be less interested in the actual ownership of products. The book explains how businesses can create dynamic results and progressive partnerships through the use of social media....
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- Fall '10