| Autor: |
PYYKKÖNEN, Ritva, KANANEN, Jorma |
| Předmět: |
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| Zdroj: |
Enterprise Odyssey. International Conference Proceedings; 2014, p444-460, 16p |
| Abstrakt: |
This study aimed at exploring how enterprises, teachers and students utilize social media in order to develop their businesses. The ultimate purpose was to find out about their readiness to produce transparent services through co-creation. The concepts lying in the background were Service- Dominant Logic and Co-creation. Customers and citizens are active resources. With the market as a forum, business is created in real time by consumers who pursue a continuous dialog. The new technology makes it possible for customers to participate, take initiative and make their own applications without the support of enterprises. The target group of the study comprised Finnish service and industrial enterprises, and teachers and students of JAMK University of Applied Sciences. The written empirical material was assessed through a qualitative content analysis and the survey through quantitative methodology. The study resulted in the finding that the participating enterprises, teachers and students are partly sharing the same market forum with the digital customers. As a conclusions of the study the enterprises, teachers and students need further development and training in utilizing new digital applications. This study makes a contribution to new kind of business education and arouse a discussion on the position of digital marketing in Finland. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
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