Required Readings (Online)
Aaker, Jennifer (2011), “The power of storytelling: What nonprofits can teach private sectors about social media,” The McKinsey Quarterly, February, 1-6.
Anderson, Chris (2008), The Long Tail: Why the future of business is selling less of more, Hyperion.
Fisher, M.J., & Starr, K. (2009). Real Good, Not Feel Good.
Kim, W. Chan and Mauborgne, Renee (2005). Blue Ocean Strategy: How to create uncontested market space and make competition irrelevant, Mass: Harvard Business School Press.
Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market orientation: The construct, research propositions, and managerial implications,” The Journal of Marketing, 54 (2), 1-18.
Li, Charlene and Josh Bernoff, Josh (2008). Groundswell: Winning in A World Transformed by Social Technologies, Boston, Mass: Harvard Business Press.
Osterwalder, Alexander and Pigneur, Yves (2010). Business Model Generation, New Jersey: John Wiley & Sons, Inc.
Payne, Adrian F., Storbacka, Kaj, and Frow Pennie (2008), “Managing the co-creation of value,” Journal of the Academy of Marketing Science, 36, 83-96.