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Published in Chapter:
Organizational Architecture and Online Social Networks: Insights from Innovative Brazilian Companies
André Grützmann (Universidade Federal de Lavras, Brazil), Cleber Carvalho de Castro (Universidade Federal de Lavras, Brazil), Anderson Antonio Freire de Moraes Meireles (Universidade Federal de Lavras, Brazil), and Renan Carlos Rodrigues (Universidade Federal de Lavras, Brazil)
Copyright: © 2016
|Pages: 17
DOI: 10.4018/978-1-4666-8637-3.ch023
Abstract
The global marketplace is changing, forcing companies to establish stronger partnerships to compete at higher levels. Interorganizational networks are becoming a reality—not only for small enterprises, but also for larger companies. To face increasing global competition, companies need to strengthen their competitive advantages and solicit complementary resources from partners in order to get closer to customers. The Internet and its associated technologies, especially online social networks, can help with both tasks. Customers are using social media to share content, opinions, criticisms, and even compliments with companies and products. This chapter discusses the formation of interorganizational networks and points out some of the benefits that online social networks can contribute to these new organizational architectures.