Social Strategy to Gain Knowledge for Innovation
| Autor: | Tucker J. Marion, Marina Candi, Gloria Barczak, Deborah Roberts |
|---|---|
| Rok vydání: | 2018 |
| Předmět: |
Value (ethics)
Point (typography) Strategy and Management 05 social sciences Resource constrained General Business Management and Accounting Social relation Management of Technology and Innovation 0502 economics and business 050211 marketing Social media Social strategies Business Marketing Social identity theory 050203 business & management Open innovation |
| Zdroj: | British Journal of Management. 29:731-749 |
| ISSN: | 1467-8551 1045-3172 |
| DOI: | 10.1111/1467-8551.12280 |
| Popis: | Taking the knowledge-based view of the firm as its starting point, and acknowledging that knowledge can lie outside the firm, this research extends our understanding of how the growing social media trend can contribute to open innovation. We specifically focus on SMEs, which tend to be resource constrained and might benefit particularly from leveraging social media platforms. We bring forward the notion that people flock to social media because they are motivated by a desire for social interaction. Indeed, our findings suggest that SMEs that put effort into connecting customers on social media—which we refer to as having a social strategy—are likely to reap both customers’ involvement in innovation on social media and new knowledge of value for innovation. Examining differences between social media platforms used primarily for personal purposes and those used primarily for professional purposes, we find that a social strategy is more effective in the first category than the second. This likely reflects differences in the social identities that people adopt on these two types of social media platforms. |
| Databáze: | OpenAIRE |
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