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

@inproceedings{Berthon2012MarketingMW,
  title={Marketing meets Web 2 . 0 , social media , and creative consumers : Implications for international marketing strategy},
  author={Pierre R. Berthon},
  year={2012}
}
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
Highly Influential
This paper has highly influenced 16 other papers. REVIEW HIGHLY INFLUENTIAL CITATIONS
Highly Cited
This paper has 250 citations. REVIEW CITATIONS

From This Paper

Figures, tables, and topics from this paper.

Explore Further: Topics Discussed in This Paper

Citations

Publications citing this paper.
Showing 1-10 of 102 citations

250 Citations

02040'13'15'17'19
Citations per Year
Semantic Scholar estimates that this publication has 250 citations based on the available data.

See our FAQ for additional information.

References

Publications referenced by this paper.
Showing 1-10 of 23 references

Tapping into the underground

  • E. Mollick
  • MIT Sloan Management Review, 46(4), 21—24.
  • 2005
Highly Influential
4 Excerpts

An innovative and cheap ‘ solar bottle bulb ’ solution lights homes in Manila

  • N. Franke, M. Schreier
  • 2011

Civil movements: The impact of Facebook and Twitter

  • R. Mourtada, F. Salem
  • Arab Social Media Report. Dubai, UAE: Dubai…
  • 2011
1 Excerpt

How to inspire value-laden collaborative consumer-generated content

  • A. M. Muniz, H. J. Schau
  • Business Horizons,
  • 2011
1 Excerpt

Old Spice: The man your man could smell like

  • L. F. Pitt, A. Mills, D. Kong, D. Novianty, S. Ghavami, Y. Kim
  • 2011
1 Excerpt

Social media 101: Tactics and tips to develop your business online

  • C. Brogan
  • Hoboken, NJ: John Wiley & Sons.
  • 2010
2 Excerpts

The social media marketing book

  • D. Zarella
  • North Sebastopol, CA: O’Reilly Media.
  • 2010
2 Excerpts

Social networking and reputational risk in the workplace

  • Deloitte LLP.
  • Retrieved October 13, , from http://www. deloitte…
  • 2009