How important is alignment of social media use and R&D–Marketing cooperation for innovation success?
| Autor: | Edwin J. Nijssen, Andrea Ordanini |
|---|---|
| Přispěvatelé: | Innovation Technology Entrepr. & Marketing |
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
SOCIAL MEDIA STRATEGY
PRODUCT INNOVATION CONTINGENCY THEORY INFORMATION PROCESSING THEORY R&D-MARKETING COOPERATION POLYNOMIAL REGRESSION FSQCA Service (systems architecture) Social media strategy Contingency theory SDG 9 – Industrie Information processing theory Product innovation R&D-marketing cooperation Knowledge integration 0502 economics and business fsQCA Social media Marketing Innovation 05 social sciences Information processing innovatie en infrastructuur and Infrastructure Survey data collection 050211 marketing Business SDG 9 - Industry Innovation and Infrastructure SDG 9 - Industry Polynomial regression 050203 business & management |
| Zdroj: | Journal of Business Research, 116, 1-12. Elsevier |
| ISSN: | 0148-2963 |
| Popis: | Efforts to use social media as a network tool for open innovations have not met expectations, or utilized its potential adequately. Recent research on identifying firms’ social media skill has not addressed the complex underlying mechanisms and calibration of social media capabilities. We explore how, why, and which resources an organization should integrate. Social media in NPD should be accompanied by carefully aligned R&D – marketing cooperation. Alignment results in efficient knowledge integration, but dis-alignment fails to tap enough ideas, or can lack information processing capacity. The alignment and disalignment hypotheses are tested using survey data of a sample of 101 innovative SMEs. In a second, configurational study we extend findings from Study 1 to determine micro level social media capabilities required. Results show that social media can be used for both radical and incremental innovation, but are more useful for service than for product innovation. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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