Advertisement

The Thin Air Factory: The Value Chain Unchained

  • Julian BorraEmail author
Chapter
Part of the CSR, Sustainability, Ethics & Governance book series (CSEG)

Abstract

The world of highly engineered, rigorously controlled and fiercely protected value chains and the equally controlled nature of the storytelling that accompanied them, is being unchained:
  • By the rising expectations of society on how a company should behave in a world of finite and diminishing resources, fragile communities and precious ecosystems.

  • By the momentous impact of technology, the brutal transparency and collective voice of the social networks.

If a company’s value chain is found wanting, it can now be acted against with expeditious, extensive and extraordinarily public effect with direct impact on the confidence, performance, value and reputation of the company. The dynamic and chaotic nature of this social unchaining demands a more adaptive approach to governance: one that can absorb the turbulence without the company losing its shape and authenticity.

This turbulence offers a number of interrelated opportunities for the enlightened company:
  • If a company accounts and models for this human volatility, it can unlock new and expansive degrees of social resilience across the whole stakeholder constituency.

  • The identification of a company’s unique and most compelling points of mutual desire, shared material and operational resilience, can be reconciled into a more resilient form of storytelling around which every stakeholder can be unified to common purpose. Ultimately resilient storytelling should become a source and driver of greater resilience in itself by creating and capturing more value along the value chain, while socializing the company to greater effect in a dynamic socialized world

  • For those that are willing to approach it proactively, resilient storytelling will then be the key tool to engage across the internal and external stakeholder community to engender the shared resilience a company will need to survive.

Keywords

Social Network Social Entrepreneur Human Desire Adaptive Governance Animal Spirit 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Bibliography

  1. Bartolini, S. (2005). Restructuring Europe: Centre formation, system building and political structuring between the nation-state and the European Union. Oxford: Oxford University Press. http://hdl.handle.net/1814/23882. ISBN 9780199286430.CrossRefGoogle Scholar
  2. Bartolini, A. (2011). Business or pleasure – How social networking will reshape the P2P value chain. http://www.basware.com/sites/default/files/upload/ardent_partners_-_business_or_pleasure_-_how_social_networking_will_reshape_p2p.pdf?p2pdl=NL_31. Accessed April 30, 2014.
  3. Bennet, L. (2003). Communicating global activism. Information, Communication and Society, 6(2), 143–168.CrossRefGoogle Scholar
  4. Chouinard, Y. (2006). Let my people go surfing. New York: Penguin.Google Scholar
  5. CSIS. (2014). Seven revolutions. http://csis.org/program/seven-revolutions. Accessed April 30, 2014.
  6. Dickens, C. (1999). A tale of two cities (reprint). New York: Dover.Google Scholar
  7. Gereffi, G. & Fernandez-Stark, K. (2011). Global value chain analysis: A primer. http://www.cggc.duke.edu/pdfs/2011-05-31_GVC_analysis_a_primer.pdf. Accessed April 30, 2014.
  8. Keynes, J. M. (1997). The general theory of employment, interest, and money (reprint). Amherst, NY: Prometheus Books.Google Scholar
  9. McAdam, D., Tarrow, S., & Tilly, C. (2001). Dynamics of contention. Cambridge: Cambridge University Press.CrossRefGoogle Scholar
  10. Myers, C. (2013). Corporate social responsibility in the consumer electronics industry: A case study of apple Inc., Georgetown University. http://lwp.georgetown.edu/wp-content/uploads/Connor-Myers.pdf
  11. Orenstein, M. A. (2014, January/February). Poland – From tragedy to triumph. Foreign Affairs. Google Scholar
  12. Pezzini, M. (2012). An emerging middle class. OECD Observer http://www.oecdobserver.org/news/fullstory.php/aid/3681/An_emerging_middle_class.html. Accessed May 28, 2014.
  13. Thoreau, H.D. (2007). Walden (reprint). Minneapolis: Filiquarian.Google Scholar
  14. Toffler, A. (1981). Future shock: The third wave. New York: Bantam Book.Google Scholar

Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.The Thin Air Factory LtdLondonUK

Personalised recommendations