One of the major influences on corporate behavior in this day and age
has been the opinion of the public – a pehnomenon known as “people
power”. This “people power” can be seen far back throughout time, and
right up to the present day. When, some time ago, the Coca-Cola company
decided to change the recipe for their flagship beverage, the reaction
from the general public was that the move was tantamount to sacrilege.
The company quickly changed back to their “classic” product and sales
went through the roof. Since then in particular, major companies have
been keen to react to what the public tell them.
The effect of people power is that it creates a trade-off between
people and corporations. For the benefit of hearing people’s opinions,
the companies will pay money and will listen to ideas. This is not out
of some sense of corporate responsibility but because companies know
that without the public’s goodwill and spending power they will not be
able to operate. The online survey is a clear move in the direction of
people power. If enough people say clearly that they want something, the
companies will make it happen so as to keep their market share high.
It is important for people to participate in online surveys, because
with the Internet being such a major tool in corporate research the
results are sure to be listened to. If you want to see a change, or to
reject one that you feel is detrimental, the only way to ensure what you
want will happen is to vote with your keyboard and mouse