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Destination social business: exploring an organization's journey with social media, collaborative community and expressive individuality
journal contribution
posted on 2015-03-26, 12:08 authored by Bruce D. Weinberg, Ko de Ruyter, Chrysanthos Dellarocas, Michael Buck, Debbie KeelingThis paper delineates the main characteristics of the evolution of the organization as a social business in response to the socially networked
marketplace. We advance the notion that the modern day firm is increasingly organized as a community according to the principle of collaboration.
The main message is that the prominence of organizational structure is not redundant but needs to be complemented by collaborative community in
response to market demands. In order to fulfill this complementary role, the concept of organization is profoundly changing. Based on recent
theorizing, we review the role of collaborative community as a key characteristic of social business, provide an overview of its principles, show
how social media can effectively facilitate and support collaborative community, and introduce the concept of expressive individuality. We provide
illustrative examples that feature Dell. We conclude by identifying an agenda for further academic inquiry, and by specifying a large number of
issues that researchers may address.
History
School
- Business and Economics
Department
- Business
Published in
JOURNAL OF INTERACTIVE MARKETINGVolume
27Issue
4Pages
299 - 310 (12)Citation
WEINBERG, B.D. ... et al., 2013. Destination social business: exploring an organization's journey with social media, collaborative community and expressive individuality. Journal of Interactive Marketing, 27 (4), pp. 299 - 310.Publisher
© Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc.Version
- VoR (Version of Record)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Publication date
2013Notes
Closed accessISSN
1094-9968Publisher version
Language
- en