Bottom-up Mass Marketing Porter Technology 
Harvard Business Review
FEBRUARY 29, 2012
While social media doesn't shift Porter's model , the social era surely does. Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. There is no question that Porter's work has helped shape (some would say, "invent") modern-day strategy.
Harvard Business Review
FEBRUARY 14, 2012
But I'm not willing to give up on these firms. Because it has shown up in bits and pieces, via freemium models, crowdsourcing, online communities, virtual workforces, social networks, and so on, it is easy to miss how much the overall context has changed for the way value is created. Conversations, not chains. Because that's the point.
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