Marketing meets Web 2 . 0 , social media , and creative consumers : Implications for international marketing strategy

  title={Marketing meets Web 2 . 0 , social media , and creative consumers : Implications for international marketing strategy},
  author={Pierre R. Berthon},
The 21 century has brought both opportunities and challenges in our global, boundaryless world. Importantly, managers face a dynamic and interconnected international environment. As such, 21 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… CONTINUE READING
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