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Adapting a corporate culture to the changing circumstances – cultural change through social media

Author

Listed:
  • Marcus Diedrich

    (Diedrichs Creativ-Bad, Hallenberg, Germany)

Abstract

The increasing use of social networks demands a significant change in corporate culture. The fact that more and more people are networked and that everyone can send and receive messages anywhere and at any time requires a break in the behavior of a company, in which all employees have to be involved. A long-term competitive advantage can only be achieved through a consistency between corporate culture and corporate strategy. The central challenge will be to become familiar with this new starting situation and to accept it.

Suggested Citation

  • Marcus Diedrich, 2017. "Adapting a corporate culture to the changing circumstances – cultural change through social media," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 12(1), pages 2-10.
    • Handle: RePEc:cub:journm:v:12:y:2017:i:1:p:2-10
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    More about this item

    Keywords

    social media marketing; corporate culture; corporate strategy; corporate communication; cultural change;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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