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

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

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.

Suggested Citation

  • Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
  • Handle: RePEc:eee:bushor:v:55:y:2012:i:3:p:261-271 DOI: 10.1016/j.bushor.2012.01.007
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    References listed on IDEAS

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    Cited by:

    1. Bianchi, Constanza & Andrews, Lynda, 2015. "Investigating marketing managers' perspectives on social media in Chile," Journal of Business Research, Elsevier, vol. 68(12), pages 2552-2559.
    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. Tiago, Teresa & Tiago, Flávio & Faria, Sandra Dias & Couto, João Pedro, 2016. "Who is the better player? Off-field battle on Facebook and Twitter," Business Horizons, Elsevier, vol. 59(2), pages 175-183.
    4. Francesca Checchinato & Giulia Zanichelli, 2016. "An analysis of factors influencing the online presence in distant countries: the case of italian fashion brands in china," MERCATI E COMPETITIVITÀ, FrancoAngeli Editore, vol. 2016(3), pages 45-67.
    5. 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.
    6. repec:zag:market:v:29:y:2017:i:7:p:7-22 is not listed on IDEAS
    7. Thomas Wozniak & Brigitte Stangl & Roland Schegg & Andreas Liebrich, 0. "The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland," Information Technology & Tourism, Springer, vol. 0, pages 1-26.
    8. Astrid Dickinger & Lidija Lalicic, 2016. "An analysis of destination brand personality and emotions: a comparison study," Information Technology & Tourism, Springer, vol. 15(4), pages 317-340, January.
    9. Tiago, Maria Teresa Pinheiro Melo Borges & Veríssimo, José Manuel Cristóvão, 2014. "Digital marketing and social media: Why bother?," Business Horizons, Elsevier, vol. 57(6), pages 703-708.
    10. Piergiorgio Re & Bernardo Bertoldi & Fabrizio Mosca & Margherita Stupino & Chiara Giachino, 2016. "Cultural assets. New opportunities for the region," MERCATI E COMPETITIVITÀ, FrancoAngeli Editore, vol. 2016(2), pages 13-40.
    11. Poba-Nzaou, Placide & Lemieux, Nathalie & Beaupré, Daniel & Uwizeyemungu, Sylvestre, 2016. "Critical challenges associated with the adoption of social media: A Delphi of a panel of Canadian human resources managers," Journal of Business Research, Elsevier, vol. 69(10), pages 4011-4019.
    12. PechrovaÌ , M. & Lohr, V. & HavliÌ cÌŒek, Z., 2015. "Social Media for Organic Products Promotion," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 7(1), March.
    13. repec:spr:infott:v:17:y:2017:i:1:d:10.1007_s40558-017-0077-4 is not listed on IDEAS
    14. Kim, Dohoon, 2016. "Value ecosystem models for social media services," Technological Forecasting and Social Change, Elsevier, vol. 107(C), pages 13-27.
    15. repec:zag:market:v:29:y:2017:i:1:p:5-6 is not listed on IDEAS
    16. Aaron W. Baur, 0. "Harnessing the social web to enhance insights into people’s opinions in business, government and public administration," Information Systems Frontiers, Springer, vol. 0, pages 1-21.
    17. Daniela Garbin Praničević & Ana Zovko, 2016. "Perspective of Croatian tourism supported with ICT potential and ICT trends," Tourism and Hospitality Industry 04, University of Rijeka, Faculty of Tourism and Hospitality Management.
    18. Ulrike Baumöl & Linda Hollebeek & Reinhard Jung, 2016. "Dynamics of customer interaction on social media platforms," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 199-202, August.
    19. 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.
    20. 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.
    21. Christian Fieseler & Matthes Fleck, 2013. "The Pursuit of Empowerment through Social Media: Structural Social Capital Dynamics in CSR-Blogging," Journal of Business Ethics, Springer, vol. 118(4), pages 759-775, December.
    22. Aaron W. Baur, 2017. "Harnessing the social web to enhance insights into people’s opinions in business, government and public administration," Information Systems Frontiers, Springer, vol. 19(2), pages 231-251, April.
    23. Trainor, Kevin J. & Andzulis, James (Mick) & Rapp, Adam & Agnihotri, Raj, 2014. "Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM," Journal of Business Research, Elsevier, vol. 67(6), pages 1201-1208.
    24. Ravi Sarathy & Elitsa R. Banalieva, 2014. "Economic Development And Marketing Strategies: A Comparative Lens," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 5(1).
    25. Elena Casprini & Alberto Di Minin, 2015. "How are companies facing the social media (r)evolution?," MERCATI E COMPETITIVITÀ, FrancoAngeli Editore, vol. 2015(2), pages 67-86.

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