The social ecosystem model provides an effective organizational blueprint for social media adoption. Because social media marketing is inherently advocacy-based, it depends on authentic, two-way interactions, peer recommendations, and earned media to succeed. Employees are empowered under a social ecosystem framework to engage across channels as authentic brand ambassadors. This ecosystem has three pillars: (1) the social governance council (SGC), (2) the employee experience (EX), and (3) the customer experience (CX). Through a focus on guidance, listening, and learning by the SGC, employees become the bridge between brand and customer, resulting in improved business outcomes and greater brand value.
We examine Starbucks’ entry strategy in India, as well as the antecedents to the entry. Employing Dunning's eclectic paradigm and Ghemawat's AAA framework...
In the age of connected customers, organizations are increasingly devoted to social and group marketing. In doing so, firms need to consider not only...