Chapter 5

Social Networks in Action

In this chapter we look at four instances of social networks in action. Specifically, you will see how Procter & Gamble (P&G), McKinsey, Accenture, Cisco Systems, and Classmates.com leverage the logic and structure of social networks to further their strategies and competitive advantage.

Managing Social Networks at P&G: The Connect and Develop Model

Consumer product giant Procter & Gamble (P&G) pioneered the idea of connect and develop, which refers to developing new products and services through a vast social network spanning parts of P&G and many other external organizations. Like many companies, P&G historically relied on internal capabilities and those of a network of trusted suppliers to invent, develop, ...

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