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

Marcus Diedrich ()
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Marcus Diedrich: Diedrichs Creativ-Bad, Hallenberg, Germany

Marketing Science & Inspirations, 2017, vol. 12, issue 1, 2-10

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.

Keywords: social media marketing; corporate culture; corporate strategy; corporate communication; cultural change (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:12:y:2017:i:1:p:2-10

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