Academic research into behavioual science informs new wave of service entrepreneurs.

It is a first for this analysis column to look at a deal yet to be consumated but since it was reported as nearly-done by the ever-excellent All Things D website owned by news provider Dow Jones then it is likely to happen, and even if it doesn’t it is a great tale of the new world order.

Salesforce, a New York-listed software provider, is reportedly about to buy advertising agency WPP-backed Buddy Media, a US-based social enterprise software, according to news provider All Things D (and referred to in KBS+’s Darren Herman’s great blog on advertising trends).

The deal would be valued at more than $800m, All Things D added, compared to the about $85m raised by Buddy since its launch in 2007.

While Salesforce might only indirectly have had an interest in Buddy – one of the reported target’s early venture capital backers, Bay Partners, had run…

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