To redesign its business for the 21st century, Serena Software, a US Provider of Application Lifecycle Management solutions, used social networking to enable internal communication and create a new online marketplace to promote new products and services. The company set a mandate to use Facebook on "Facebook Fridays" and educated and encouraged employees towards a shift to online and interpersonal communications. The company then shifted its focus towards an increased use of its private company ...

BPIR Categories

10.4.4 Manage internal information & knowledge sharing
10.5.3 Manage network operations
4.1.1 Identify market segments & target customers
4.1.5 Develop & implement e-commerce strategy

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