Impact of Individual and Organizational Social Capital of Marketing in a Global Network

Abstract

The success of any organization is dependent, to an extent, on a marketing manager's aptitude to advance social capital within the company's global network. In this chapter, the authors have developed a prototype to present the application of individual social capital at the bottom level to contribute in building the organizational social capital at the global level. They developed a hypothesis that the social capital of customers, business partners, and governing agencies are the critical success factors to explain the performance of the organization and contribute in improving the customer values. General marketing policies are not applicable at the organizational level; therefore, based on the factors of organization, marketing strategies should be deployed. This chapter analyses the factors at individual as well as organizational levels for employing and marketing the social capital at a global level.