Keep Surowiecki’s types and elements in mind and think now of how Google has become the most used search engine in the world. Google founders Lawrence Page and Sergey Brin in their paper The Anatomy of a Large-Scale Hypertextual Web Search Engine described a page ranking algorithm. When the algorithm is applied to a particular web page, its page rank increases in value as the number of links to the page increase. The page rank algorithm aggregates the independent, diverse opinions of other (decentralized) web pages about a particular web page.
Similarly, the open source internet browser Firefox, developed by independent, diverse and decentralized programmers and first launched in 2000, now accounts for15% of all browser usage. And although one does not typically associate wisdom with food or entertainment, an Indian startup, Burrp.com, aggregates local opinions about restaurants, clubs, lounges, etc, in Mumbai & Bangalore. In Hamburg, Germany, Qype.com does the same and was recently named one of the 100 most innovative private companies in all of Europe by the Red Herring magazine.
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Source : IIPM Editorial, 2007
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