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Responsible Business in the Blogosphere (RBB) is a 3
year-project run by Copenhagen Business School (CBS)
and Technological University of Denmark (DTU). The goal
of the project is to investigate how companies'
reputations as a “responsible business” are constructed
online in virtual social networks.
Responsible business as value adding
A reputation as a responsible business is becoming more
and more important among executives in their work for
company value creation. At the same time the online
communities of the web are setting the news agenda
before journalists and regular media masses.
Apple for example did not predict how users would
mobilizes a “Green my Macintosh” online supported
campaign which demanded that the company
acknowledged and lived up to values of environmental
sustainability, which Apple never had promised.
The project
The project works from the assumption that
communication process, even though initiated
autonomously, not necessarily are unpredictable. The
projects hypothesis is that these online communication
process are taking place in networks and patterns which
are possible to identify through the use of socio -
economical case studies, linguistic analysis, data-
mining, and mathematical models. On this basis the
project will contribute with the development of new
measurement methods for the value of online
communication for the development of ethical capital.
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RBB Blog
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RBB Wiki changes
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