Social media use and potential in business-to-business companies' innovation
Kärkkäinen, Hannu; Jussila, Jari; Väisänen, Jaani (2010)
Kärkkäinen, Hannu
Jussila, Jari
Väisänen, Jaani
Teoksen toimittaja(t)
Lugmayr, Artur
Franssila, Heljä
Sotamaa, Olli
Safran, Christian
Aaltonen, Timo
2010
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tty-201401231057
https://urn.fi/URN:NBN:fi:tty-201401231057
Kuvaus
Peer reviewed
Tiivistelmä
Social media use, potential and challenges in innovation have received little attention in literature, especially from the standpoint of the business-to-business sector. Therefore, this paper focuses on bridging this gap with a survey of social media use, potential and challenges, combined with a social media - focused innovation literature review of state-of-the-art. The study also studies the essential differences between business-to-consumer and business-to-business in the above respects. The paper starts by defining of social media and web 2.0, and then characterizes social media in business, social media in business-to-business sector and social media in business-to-business innovation. Finally we present and analyze the results of our empirical survey of 122 Finnish companies. This paper suggests that there is a significant gap between perceived potential of social media and social media use in innovation activity in business-to-business companies, recognizes potentially effective ways to reduce the gap, and clarifies the found differences between B2B’s and B2C’s.
Kokoelmat
- TUNICRIS-julkaisut [16726]