Spying and social media: Dos and don’ts for guerrilla marketing in the Internet Age

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Does your company spy? Whatever your thoughts may be on the subject, the answer is in the affirmative – and this is no bad thing. In the eighteenth century, corporations would study newspapers to find out intelligence on competitors, and employ “secret shoppers” to uncover what prices and service were available in the next town. In more recent times, firms have gone to the trouble of hiring former employees to get under the skin of the competition, and in return, those in sensitive roles have been forced to sign non-disclosure agreements to keep their secrets safe.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2015), "Spying and social media: Dos and don’ts for guerrilla marketing in the Internet Age", Strategic Direction, Vol. 31 No. 11, pp. 37-39. https://doi.org/10.1108/SD-09-2015-0139