Chapter 5
How Business Will Make the Transition
It's far easier for small and medium-sized companies than large ones to change the way they work. The methods through which they interact and stay connected to the marketplace and their customers are easier to change when there are fewer constraints. In contrast, large companies are challenged when making the transition to social business because they have to deal with change on a large scale. People are the primary element of any successful business transformation, and changing people is notoriously difficult. Thus, the larger the business, the greater the difficulty encountered.
The ongoing and seemingly inexorable decline of a traditional industry such as old media continues to be a canonical ...
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