Here is a link (via SAP Ventures) explaining why a company - be it a start-up or a big corporation - should use weblogging (or blogging).

I am aware of the fact that entire blog concept is quite new in Romania, most people I am talking to about it have no clue what it is, so perhaps this is a good place to start from for understanding some of the benefits and its commercial advantages when used on the corporative level. I particularly liked this one: "If you think that the only marketing you should do is to buy a $100,000 billboard along the freeway, or buy a $500,000 ad in USA Today, or a million dollar ad during the Super Bowl, then weblogging is probably not for you."

UPDATE: If interested in some more, you can read what John Patrick, former IBM's technology strategist, has to say about it.