Presentation Details

The Fourth International Conference on Knowledge, Culture and Change in Organisations

The Application of Social Software as a Basis for Encouraging Collaboration in Strategic Global Customer Account Management

Wayne Robinson, Tim Duckett.

Through an extensive programme working with a global brewer’s international sales division, it will be possible to highlight the internal barriers to creating and maintaining a central repository of data on key global customers. It will then go on to show how through the innovative application of weblogs and wiki’s it is possible to identify the types of knowledge that require codifying and sharing across communities of practice.

It will go on to explore the cultural and technological barriers that had to be overcome in order to encourage adoption and use of social software.

Finally, it will conclude by highlighting the key benefits that have been transformational in re-defining the change in internal ways of working with global customers.


Wayne Robinson  (United Kingdom)


Over 20 years experience in senior management positions in the consumer goods industry. Set up own consultancy 2 years ago that is now focusing on the application of social software in enterprise environments.

Tim Duckett  (United Kingdom)


  • Social software
  • Collaboration
  • Global customers
  • Sales teams
  • Codifying information

(30 min. Conference Paper, English)