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Business Agility & Continual Innovation Fueled by Social Media & Co-creation

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In the ever increasing competitive landscapes, blurring markets and consumer demands, business agility is the business’ capability to adapt rapidly and cost-efficient to that landscape and its target audiences. This is where social media and co-creation fuel business agility through continual innovation. By using social media as a doorway and opening up the business, the entities that actually force/create the changes in demands are being let in to swiftly act and react with them and their intel. This applies to any supply chain, for any discipline.

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Business Agility & Continual Innovation Fueled by Social Media & Co-creation

  1. 1. Business Agility &Continual Innovation Fueled by Social Media & Co-creation By Gianluigi Cuccureddu April 27th, 2011 Discuss and feedback this article on the 90:10 Group blog Head of 90:10 Group Netherlands CMO Agora Media Innovation Connect through LinkedIn http://www.linkedin.com/in/gianluigicuccureddu Tel: +31 (0)6 41362612
  2. 2. Business Agility & Continual Innovation Fueled by Social Media & Co- creationIn the ever increasing competitive landscapes, blurring markets and consumer demands,business agility is the business’ capability to adapt rapidly and cost-efficient to thatlandscape and its target audiences. This is where social media and co-creation fuel businessagility through continual innovation. By using social media as a doorway and opening upthe business, the entities that actually force/create the changes in demands are being let in toswiftly act and react with them and their intel. This applies to any supply chain, for anydiscipline.As spend in digital peer-to-peer environments rise, rapid and consequential changes indigital and social marketing for organisations to take control – to get serious andefficient. The organisation as a whole (infrastructure, workflows, stakeholders, data streamsand so on) needs to be reconfigured and enhanced so that the least amount of money isbeing wasted on social media usage and that the highest possible return is being enabled. Assoon as as the groundwork has been laid, it’s time to bring in the continual innovationprocess.Continual innovation ―may be the most powerful of any competitive advantage for abusiness. It creates game-changing breakthroughs. Along parallel lines, bit by bit, it alsotweaks improvements in existing products, chips away at costs and debugs processes — inevery corner of the company, all non-stop. In a turbulent business environment like today’s,it’s essential for helping a business move from playing defense to playing an aggressive, andwinning, offense.‖ Take this and overlay it with social media and co-creation, real-timeconsumer insights that can be extracted, moulded and poured back into the right supplychain. Co-creation comes in a later stage after having conducted the research and know inwhat phase(s) of the innovation process you want to co-create.At this point, the usage of social media and co-creation for business agility and -marketing-innovation purposes is on the rise and not yet diffused, but in the not-so-far future it will bea conventional integrated process. Adapting to that coming state is the first act forbusinesses.

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