Digital Darwinism and the Social Revolution: What Basic Needs of Man Represent the Fuel of the Revolution on the Part of the Customer?

  • Ralf T. Kreutzer
  • Karl-Heinz Land


Today, we can justifiably speak of a social revolution, because the possibilities of the Internet help provide millions of users a previously unimaginable attentive ear and thus a plentitude of power. The central lever of the new power the customers have is their worldwide network. However, this is where we have to be careful not to let the power users, who dominate social media with their actions and opinions, dominate us in our actions and reactions. No matter what, it is, however, the companies’ responsibility to establish an effective online counterprevailing power, in order to not end up being the chased in social media.


Social Medium Potential Customer Online User Social Revolution Touch Point 
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Copyright information

© Springer-Verlag Berlin Heidelberg 2015

Authors and Affiliations

  • Ralf T. Kreutzer
    • 1
  • Karl-Heinz Land
    • 2
  1. 1.Berlin School of Economics and LawBerlinGermany
  2. 2.neuland GmbH & CoKGCologneGermany

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