EMC’s customers had historically relied on EMC salespeople to guide them through the complex, consultative buying process. However, with the rise of social media, prospective customers are getting more of the information they require earlier in the purchase process online. As they do so, their physical interactions with EMC salespeople are decreasing, while their digital interactions are increasing.

1. What are the key aspects of EMC’s customer-centricity approach? How translatable is it across countries and markets?
2. How can a company actively manage online content and implement a content strategy across countries and cultures?
3. What aspects of its organizational design does a company need to remodel to maximize value creation through digital and social media across countries?