I ran into a old friend in Best Buy last week and he told me to look at this article - it took me a while to find it - so here it is - it was in Time Magazine February 26, 2007 - Page 51.
Here is a quote:
Clever entrepreneurs and even established companies can profit from this volunteerism--but only if they don't get too greedy. The key, Benkler says, is "managing the marriage of money and nonmoney without making nonmoney feel like a sucker."
Here is a URL:
http://www.time.com/time/magazine/article/0,9171,1590440-2,00.html
Posted by csev at March 11, 2007 11:12 AM