International Marketing 10th Edition by Michael Czinkota, Michael Brumbach, Ilkka Ronkainen

Exercise 8

Every big company has in-house experts. So why do they not use them more? Search systems that apply social-computing tools such as internal blogs, wikis, and social networks can fill these critical gaps. Posted comments and communication between users help reveal not only who knows what but who is approachable. Cemex (www.cemex.com/AboutUs/OurApproach.aspx) invited 400 employees involved with its ready-mix products to help figure out which products worked best and which were redundant. The result is a slimmed-down product line offered in a constantly updated catalog available globally.