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Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy

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Author Info

  • Berthon, Pierre R.
  • Pitt, Leyland F.
  • Plangger, Kirk
  • Shapiro, Daniel
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    Abstract

    The 21st century has brought both opportunities and challenges in our global, boundaryless world. Importantly, managers face a dynamic and interconnected international environment. As such, 21st century managers need to consider the many opportunities and threats that Web 2.0, social media, and creative consumers present and the resulting respective shifts in loci of activity, power, and value. To help managers understand this new dispensation, we propose five axioms: (1) social media are always a function of the technology, culture, and government of a particular country or context; (2) local events rarely remain local; (3) global events are likely to be (re)interpreted locally; (4) creative consumers’ actions and creations are also dependent on technology, culture, and government; and (5) technology is historically dependent. At the heart of these axioms is the managerial recommendation to continually stay up to date on technology, customers, and social media. To implement this managerial recommendation, marketers must truly engage customers, embrace technology, limit the power of bureaucracy, train and invest in their employees, and inform senior management about the opportunities of social media.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0007681312000080
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    Bibliographic Info

    Article provided by Elsevier in its journal Business Horizons.

    Volume (Year): 55 (2012)
    Issue (Month): 3 ()
    Pages: 261-271

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    Handle: RePEc:eee:bushor:v:55:y:2012:i:3:p:261-271

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    Web page: http://www.elsevier.com/locate/bushor

    Related research

    Keywords: International marketing strategy; Social media; Web 2.0; Creative consumers; Technology;

    References

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    1. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    2. Berthon, Pierre R. & Pitt, Leyland F. & McCarthy, Ian & Kates, Steven M., 2007. "When customers get clever: Managerial approaches to dealing with creative consumers," Business Horizons, Elsevier, vol. 50(1), pages 39-47.
    3. Hanna, Richard & Rohm, Andrew & Crittenden, Victoria L., 2011. "We're all connected: The power of the social media ecosystem," Business Horizons, Elsevier, vol. 54(3), pages 265-273, May.
    4. Muñiz Jr., Albert M. & Schau, Hope Jensen, 2011. "How to inspire value-laden collaborative consumer-generated content," Business Horizons, Elsevier, vol. 54(3), pages 209-217, May.
    5. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    6. Eric von Hippel, 1986. "Lead Users: A Source of Novel Product Concepts," Management Science, INFORMS, vol. 32(7), pages 791-805, July.
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    Cited by:
    1. Hossein Rezaie Dolatabadi & Mohammad Hossein Forghani & Seyed Mehdi Tabatabaee & Fatemeh Faghani, 2013. "Effect of Appropriate Marketing Mix Strategies on Iranian Protein Products Export Performance," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 3(3), pages 21-27, July.
    2. Elena Casprini & Alberto Di Minin, 2013. "The Social Media Revolution. Strategies and Attitudes towards the Rise of an Enabling Technology," Working Papers 201302, Scuola Superiore Sant'Anna of Pisa, Istituto di Management.
    3. Bruno Schivinski & Dariusz Dabrowski, 2013. "The Impact of Brand Communication on Brand Equity Dimensions and Brand Purchase Intention Through Facebook," GUT FME Working Paper Series A 4, Faculty of Management and Economics, Gdansk University of Technology.
    4. Hsiu-Li Liao & Su-Houn Liu & Chi-Wen Lin, 2013. "Information, Experience and Destination Marketing - The Influence of Interactivity on Tourism Website," Review of Economics & Finance, Better Advances Press, Canada, vol. 3, pages 58-69, August.

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