Users and Advertisers as Stakeholders in 2.0 Organizations

...Hulu has two audiences – potential advertisers (a customer audience), and people in the market for hit of internet video (a user audience). It would seem that much of what will govern Hulu’s further success is the user experience, their stated point of differentiation and a locus of value creation.

In the pursuit of understanding such management challenges – academics have developed many different organizational theories – one of which is stakeholder theory.

...One definition cleaves stakeholders into two groups – normative stakeholders and derivatively legitimate stakeholders. This theory can be directly applied to Hulu, but first, we need a few definitions...