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The Social Organization: How to Use Social Media to Tap the Collective Genius of Your Customers and Employees by Mark McDonald, Anthony Bradley

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Guiding the Community’s Purpose

 

As a global company serving local markets, CEMEX tailored its marketing and operations to local needs, in the belief that each market was unique. Company wisdom said that an effective marketing program, for example, from a developing economy would not be effective in a mature market such as Europe.

However, as CEMEX grew from 2000 to 2010, largely through acquisition, company leadership realized that some sharing of marketing approaches—value propositions—among similar markets might be useful. The company also realized that trying to foster and enable such sharing through corporate headquarters would most likely ...

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