Chapter 10
Social Business Ecosystems
Engaging with Business Partners
Social media have never been the exclusive domain of business-to-consumer communications, although mainstream media might create that impression. In fact, companies have been using social media well beyond marketing and customer engagement for quite some time. The value chain formed by the social business continuum includes trading partners, vendors, suppliers, distribution networks, and other business-to-business functions. The example of Teva Pharmaceuticals in Chapter Three shows how social business methods can be expanded to include the supply chain and how companies can improve performance in conjunction with other organizations.
For many companies, the business partner ...
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