Servant Leadership

The servant-leadership orientation is a deliberate departure from a recognized internet entrepreneurship pattern of treating community members as revenue sources rather than stakeholders. Servant leadership is not the prevailing norm in internet marketing culture. Servant leadership is defined as a leader's care for those in their stewardship equaling or exceeding their care for themselves, and is held as a deliberate core value personally and organizationally. Servant leadership shapes how the online audience is engaged, treating them as participants rather than a passive consumer base.