King's College London

Research portal

Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy

Research output: Contribution to journalArticle

Pierre Berthon, Leyland Pitt, Kirk Plangger, Daniel Shapiro

Original languageEnglish
Pages (from-to)261-271
Number of pages11
Issue number3
PublishedMay 2012


  • Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy

    Berthon_Pitt_Plangger_Shapiro_wo_comments.docx, 191 KB, application/vnd.openxmlformats-officedocument.wordprocessingml.document

    Uploaded date:16 Apr 2014

    Version:Accepted author manuscript

    NOTICE: this is the author’s version of a work that was accepted for publication in Business Horizons. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication.

King's Authors


The 21st century has brought both opportunities and challenges in our global, boundaryless world. Importantly, managers face a dynamic and intercon- nected international environment. As such, 21st century managers need to consider the many opportunities and threats that Web 2.0, social media, and creative con- sumers 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 function of the technology, culture, and government of a particular country or context; (2) local events rarely remain local; (3) global events are likely to be (re)interpreted locally; (4) creative consumers’ actions and creations are also dependent on technology, culture, and government; and (5) technology is historically dependent. At the heart of these axioms is the managerial recommenda- tion to continually stay up to date on technology, customers, and social media. To implement this managerial recommendation, marketers must truly engage custo- mers, embrace technology, limit the power of bureaucracy, train and invest in their employees, and inform senior management about the opportunities of social media.

Download statistics

No data available

View graph of relations

© 2020 King's College London | Strand | London WC2R 2LS | England | United Kingdom | Tel +44 (0)20 7836 5454