How can elephants protect the mouses social value and brand integrity?
The more effective large companies have recognized that preserving the social icon’s distinctive culture and business approach is essential to preserving its key success factors. Consequently, they retain a large degree of organizational independence so as to prevent “contamination” of the social technology. This stands in contrast to the common approach in acquisitions to integrate and rationalize the assets into the new owner’s systems, structure, and culture. Some of the specific mechanisms used in successful mouse-elephant agreements include governance structures and processes that give the “mice” review and even veto power over actions by the “elephants” that might jeopardize those elements that are deemed essential to the social values underlying the brand’s integrity. Retaining the social entrepreneur in the joint venture is highly desirable. It is important for the large company to recognize that they do not fully understand or have mastery over the social technology and theref
