Summary of Reinventing the Company in the Digital Age

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IE Business School professors Celia de Anca and Salvador Aragón explain how modern tribalism helps individuals connect with each other based on common interests and goals. In this lengthy discussion of tribalist thinking, the authors aim to convince you that tribalism is not just an interesting social phenomenon: It is a necessary tool in today’s business world. getAbstract recommends their thesis to CEOs, marketing executives and managers who want to increase their organizations’ dynamic capabilities.

In this summary, you will learn

  • What tribalism means in the digital age,
  • How “new tribes” function and
  • How companies can use new tribes to optimize their business models.

About the Authors

Professor Celia de Anca is director of the Center for Diversity in Global Management at IE Business School at the University of Madrid, where Salvador Aragón is a professor of information systems and innovation.



In the digital age, people join groups – “new tribes” – in which they pool their individual capabilities to reach a collective goal. The collaborative economy, based on common needs and means, is at the heart of new tribes. They allow individuals to break free from the mold of their identities of origin...

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