Grant McCracken has an interesting post, "Ethnography: and comes back again". It's about instructing senior exec's on how to get back in touch with their customer's.
The Power Of Us, BusinessWeek, "Mass collaboration on the Internet is shaking up business. ...A big, hairy, monstrous organism, that is. The nearly 1 billion people online worldwide -- along with their shared knowledge, social contacts, online reputations, computing power, and more -- are rapidly becoming a collective force of unprecedented power."