Marketing Communities - the answer to innovation?
Communities and Corporations....a clash of cultures? or an opportunity for social software?
In OxfordSM's training work with major corporations, we constantly grapple with ways to optimise the sharing of marketing insight and best practice around fragmented marketing functions.
However, even more critical is the way that marketing culture spreads into other functions.
And more critical still is the way that market-led behaviours are institutionalised within front-line encounters and back office relationships.
At least part of the answer lies in an open-source approach...as highlighted in this Economist piece.
However, bringing open-source thinking into marketing demands a radical culture shift, from one that sees customers and colleagues as static knowledge-repositories, to one which sees them as dynamic collaborators.
The question is...can marketing communities actually ever perform a decision-making role within a corporate environment? or must they play the role of agent provocateur...?
Editor
