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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 Keeling
This 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 MARKETING

Volume

27

Issue

4

Pages

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

2013

Notes

Closed access

ISSN

1094-9968

Language

  • en