Thirdly, technological environment. This refer to the all the ways by which firms create value for their constituents. The technological environment creates new good and services. New products make existing products obsolete, and many products change our values and lifestyles. In turn, lifestyle changes often stimulate new products not directly related to the new technologies themselves. Technological advances in manufacturing, which may be developed through research and development, will help in in addressing the rising costs of raw ingredients and transportation and this may include innovations such as heat resistant chocolate which would be more suitable for hotter climates in emerging markets. Like many organisations, Cadbury use social media, such as Facebook, as a form of connecting and communicating with its customers. This helps reinforce the relationships between the organization and its customers and enables the changes in both the organization and its customers to be responded to.