Social media engagement strategy: Investigation of marketing and R&D interfaces in manufacturing industry

Chirumalla, KoteshwarMälardalens högskola,Innovation och produktrealisering,School of Innovation, Design and Engineering, Mälardalen University (författare)

Social media engagement strategy : Investigation of marketing and R&D interfaces in manufacturing industry

Validerad;2018;Nivå 2;2018-12-05 (svasva)
Abstract Research shows that effective marketing and R&D interface is pivotal in a company’s new product development performance and future competitiveness. The increased popularity of social media promised to enhance interaction, collaboration, and networking between the two functions. However, there is limited knowledge regarding the key activities, infrastructure requirements, and potential benefits of social media in the marketing and R&D interface. This study aims to advance the current understanding of social media engagement strategies, which facilitates improved marketing and R&D interfaces and ultimately NPD performance for manufacturing companies. Based on a multiple-case study in two manufacturing companies, this study first presents the role of social media in facilitating improved marketing and R&D interface within a B2B context. Second, it presents the adoption process of the social media engagement strategy for an evolving marketing and R&D interface. The adoption process is divided into three phases, namely coordination, cooperation, and coproduction, to provide detailed insights regarding full-scale social media engagement. Taken together, the study provides novel insights into industrial marketing management literature by exemplifying the role of social media and proposing a systematic social engagement strategy for improved marketing and R&D interface in the manufacturing industry.

Oghazi, Pejvak,1979-Södertörns högskola,Företagsekonomi,Södertörn University, Sweden,Business Studies, School of Social Sciences, Södertörn University(Swepub:sh)shpkoi16 (författare)
Parida, VinitLuleå tekniska universitet,Innovation och Design,Department of Management, University of Vaasa(Swepub:ltu)vinpar (författare)
Mälardalens högskolaInnovation och produktrealisering (creator_code:org_t)

Ingår i:Industrial Marketing Management: Elsevier74, s. 138-1490019-85011873-2062

Av författaren/redakt...: Chirumalla, Kote ...; Oghazi, Pejvak, ...; Parida, Vinit

Om ämnet

SAMHÄLLSVETENSKAP: SAMHÄLLSVETENSKA ...; och Ekonomi och näri ...; och Företagsekonomi

TEKNIK OCH TEKNOLOGIER: TEKNIK OCH TEKNO ...; och Maskinteknik; och Produktionstekni ...

TEKNIK OCH TEKNOLOGIER: TEKNIK OCH TEKNO ...; och Annan teknik; och Övrig annan tekn ...

Av lärosätet: Södertörns högskola; Mälardalens universitet; Luleå tekniska universitet

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