Template-Type: ReDIF-Article 1.0
Author-Name: Marcus Diedrich
Author-Name-First: Marcus
Author-Name-Last: Diedrich
Author-Email: info@marcusdiedrich.de
Author-Workplace-Name: Diedrichs Creativ-Bad, Hallenberg, Germany
Title: Adapting a corporate culture to the changing circumstances – cultural change through social media
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.
Classification-JEL: M31
Keywords: social media marketing, corporate culture, corporate strategy, corporate communication, cultural change
Journal: Marketing Science & Inspirations
Pages: 2-10
Volume: 12
Issue: 1
Year: 2017
File-URL: https://msijournal.com/adapting-corporate-culture-changing-circumstances-cultural-change-social-media/
Handle: RePEc:cub:journm:v:12:y:2017:i:1:p:2-10