| Summary: | Due to globalization new media strongly impacts organizations and management approaches. Access to social media platforms, open source movement, online collaboration, rapid communication and increasing power of consumers push hierarchical organization towards flexibility and adaptability. New media offers a wide range of channels for information on competitors, for brand promotion and to new markets. But competitors have also access to the same instruments.
Globalization in terms of communication on collaborative platforms, determines organizations to adopt cross-cultural and cross-organizational approaches to ensure sending the right message to the right market at the right time. Maintaining organization globally competitive implies top human resources with a trans-disciplinary background and knowledge of using the new media infrastructure sustained by a right organizational structure.
This paper aims at demonstrating, with some examples too, how new media is leading decision making process to a new level for protecting organization’s image setting new norms and principles for organization and people in order to achieve best results.
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