Ford implemented social media campaigns to promote some of its product lines that are intended for young adults precisely because they are already so comfortable using those forms of communications. Perhaps the most innovative concept embraced by Ford in that regard is the incorporation of customer-to-customer communications as a supplement to the traditional channel of promotional communications between corporate entities and prospective customers. Tata Motors as the Counterexample

The purchaser of the Land Rover and Jaguar product lines from Ford was Tata Motors of Britain. That company apparently made the decision relying primarily on traditional economic principles predicated mainly on the differential between the selling price and their value at the time of their original purchase. Tata apparently intended to wait out the current economic climate and hoped to capitalize on the acquisition in the future when the luxury vehicle market rebounded. However, Tata apparently failed to consider the volatility and instability of political unrest in the Middle East and other tensions that have now materialized and resulted in a spike in oil prices once again. As a result, whereas...

Ultimately, Ford and Tata represent the opposite extremes in business management creativity exemplified in this particular transaction and its effect on the respective organizations. Tata should have given more consideration to the potential negative factors affecting the luxury vehicle market instead of focusing on the traditional differential between the sale value and the hypothetical long-term value of the product lines that it purchased from Ford.
References

Hill, C.W.L. And McShane, S.L. (2007). Principles of Management. New York:

McGraw-Hill/Irwin.

Hochleutner, M. "Ford CEO, Alan Mulally, on remarkable turnaround: It took leadership, courage, and service to something great." (February 9, 2011). Retrieved March 4,

2011 from the Stanford University Center for Leadership Development and Research (CDLR), from:

http://www.stanford.edu/group/leadership/cgi-bin/blog/2011/02/09/ford-ceo-alan-mulally-on-remarkable-turnaround-it-took-leadership-courage-and-service-to-something-great/.