The Network Challenge Chapter 14
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The Network Challenge (Chapter 14)
Author: Christophe Van den Bulte
language: en
Publisher: Pearson Education
Release Date: 2009-05-19
Social networks and word-of-mouth marketing are increasingly important, yet few current practices are based on a deep understanding of how the structure of networks can affect customer behavior and marketing outcomes. This chapter offers some critical observations on current word-of-mouth marketing practices and identifies four key questions that managers need to ask themselves before engaging in campaigns designed to leverage customer networks: Can we be confident that interpersonal influence or social contagion is really important? Why exactly would social contagion occur? Should we target key influentials? Can we identify and target those influentials? The answers to these questions cannot be taken for granted.
The Network Challenge (Chapter 4)
Author: Russell E. Palmer
language: en
Publisher: Pearson Education
Release Date: 2009-05-19
Global networks of firms are rapidly replacing top-down, hierarchical organizations. Such networks, thanks to information technology and global communications systems, can respond to changes in international demand faster and more flexibly than rigid corporate organizations of the past. But by drawing together diverse cultures and individuals, these networks present new challenges to leaders. Traditional styles of leadership are not enough for this emerging environment. The kind of leadership style that leads to efficient execution in these global networks is different from the “do it and do it now” approach that might work in hierarchical organizations. Based on the author’s experience in the leading global accounting firm Touche Ross, serving as dean of the Wharton School, and heading his own corporate investment firm, this chapter discusses leadership in a networked, global environment.
The Network Challenge
Author: Paul R. Kleindorfer
language: en
Publisher: Pearson Prentice Hall
Release Date: 2009
While managers typically view business through the lens of a single firm, this book challenges readers to take a broader view of their enterprises and opportunities. Here, more than 50 leading thinkers in business and many other disciplines take on the challenge of understanding, managing, and leveraging networks.