Social business question

timer Asked: Oct 16th, 2014
account_balance_wallet $10

Question description

For some time now, companies have been wrestling with the strategic issue of how to use their Web sites in positioning themselves in the marketplace – whether to use their Web site just to disseminate product information, or whether to operate an e-store to sell direct to online shoppers (Thompson, Ch. 6).  And nowadays one finds all sorts of “in the moment,” mobile-commerce applications utilizing smartphones (iPhone, Android, BlackBerry) and social networking services (Facebook, Twitter) that can integrate m-commerce capability with the firm’s internal IT and marketing systems.  Welcome to social business.

Social business concerns monitoring, responding, amplifying and leading consumer behavior in support of corporate brands and products.  It is fundamentally about building communities, fostering new ways of collaborating, and guiding these efforts to achieve a purpose.  (Social business: why you can’t afford to ignore it, IBM Forward View, 2011.)  Apple, Google and Whole Foods Market create gravitational buzz that attracts customers to their respective brands through finding shared purposes, creating meaningful engagement platforms and encouraging collaborative partnerships.  Whole Foods Market for example works toward healthy living through better food and nutrition utilizing its educational platform and collaborative supply chain relationships.  

Comment on a personal experience in e-commerce—were social business principles exhibited?  How might the experience have been improved?

Would you agree, managers need to “up their game” with social media?  Explain.

Tutor Answer

Rice University

flag Report DMCA

Thanks, good work

Similar Questions
Hot Questions
Related Tags

Brown University

1271 Tutors

California Institute of Technology

2131 Tutors

Carnegie Mellon University

982 Tutors

Columbia University

1256 Tutors

Dartmouth University

2113 Tutors

Emory University

2279 Tutors

Harvard University

599 Tutors

Massachusetts Institute of Technology

2319 Tutors

New York University

1645 Tutors

Notre Dam University

1911 Tutors

Oklahoma University

2122 Tutors

Pennsylvania State University

932 Tutors

Princeton University

1211 Tutors

Stanford University

983 Tutors

University of California

1282 Tutors

Oxford University

123 Tutors

Yale University

2325 Tutors