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Changing business model dynamics by means of social media

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1 Author(s)
Rodriguez-Donaire, S. ; Dept. of Manage., Tech. Univ. of Catalonia, Barcelona, Spain

The aim of this research has a two-fold objective. On the one hand, it attempts to assist employers of Catalan micro-retailers in designing, implementing and developing their Social Media strategy as a complementary channel of communication. On the other hand, it attempts to contribute to the research community with a better understanding on how a set of mediator variables incise in the transformation of the activity system of the micro-retailer's Business Model.

Published in:

Management of Innovation and Technology (ICMIT), 2012 IEEE International Conference on

Date of Conference:

11-13 June 2012