The Contribution Revolution: Letting Volunteers Build Your Business
http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?ml_action=get-article&articleID=R0810C&ml_issueid=BR0810&ml_subscriber=true&pageNumber=1&_requestid=14012

Cook, Scott
Harvard Business Review
2008

Abstract:

Intuit’s cofounder challenges traditional companies to follow the lead of internet superstars—and of innovative peers such as Honda, Procter and Gamble, and Hyatt—in tapping the contributions of countless people beyond their organizations.