World Steel Dynamics Inc.
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The information con
Accounting Organizations and Society, Vol. 12, No. 3, pp. 207-234, 1987.
Printed in Great Britain
ANTHONY G. H O P W O O D
L o n d o n S c h o o l o f E c o n o m i c s a
Accountability in Action?
Daniel Neyland and Steve Woolgar
(This work also led to a full paper: D. Neyland
and S. Woolgar (2002) Accountability in
Action? The case of a database purchasing
decision pp 259-274, British Journal of
Sociology, Vol 53(2).
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The purpose of this article is to explain how virtual social worlds evolved, how they fit into the
current postmodern paradigm, how they differ from other social worlds, and how firms can use
them in the areas of advertising/communication, virtual product
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