Networking and Cross-Team Interaction as Drivers of Management Efficiency and Value Creation in the Experience Economy of Digital Marketing

The purpose of the study is to study the role of inter-team interaction and networking in increasing management efficiency and creating value in the economy of impressions and transformations. The object is the processes of team interaction through networking. The relevance is due to the passivity of employees, the weakness of inter-team ties and the lack of a culture of asking questions. The experience of the O.I. Pushkar group and the practices of Google, IBM, Xerox, Boeing are studied. The theoretical basis is the transition from the experience economy to the transformation economy (Pine and Gilmore). A system for implementing networking is proposed: regular meetings, rotation in projects, motivation for joint results, leadership development. A model of value formation is developed, where teams act as effectors of change, as well as tools for activating networking: case sessions, mentoring, idea maps, gamification and exchange of experience.