21st century has brought both opportunities and challenges in our global, border less world. It is important that managers face between a dynamic and international environment. Thus, the 21-century, managers need to consider many possibilities and threats that Web 2.0, social media, and creative customers now and in the result of these changes in the locus of activity, strength and value. To help managers understand this new distribution, we offer five axioms: (1) social media is always a function, technology, culture, and the government of a country or context, (2) local events rarely remain local, (3) a global event that probably will be (re) interpreted locally, and (4) creative consumer actions and creations also depends on technology, culture, and government, and (5) Technology historically dependent. The basis of these axioms, managerial advice constantly stay up to date on technology, customers, and social media. To implement this management recommendations, marketers need to really attract customers use technology to limit the power of the bureaucracy, train and invest in their employees, and to inform senior management of the possibilities of social media. "Hide
by Pierre R. Burton, Leyland Pitt, Kirk Plangger, Daniel Shapiro Source: Business Horizons 11 pages. Publication Date: May 15, 2012. Prod. #: BH477-PDF-ENG
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