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Social media engagement strategy: Investigation of marketing and R&D interfaces in manufacturing industry
School of Innovation, Design and Engineering, Mälardalen University.
Business Studies, School of Social Sciences, Södertörn University.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Innovation and Design. Department of Management, University of Vaasa.ORCID iD: 0000-0003-3255-414X
2017 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062Article in journal (Refereed) Epub ahead of print
Abstract [en]

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.

Place, publisher, year, edition, pages
Elsevier, 2017.
National Category
Other Engineering and Technologies not elsewhere specified
Research subject
Entrepreneurship and Innovation
Identifiers
URN: urn:nbn:se:ltu:diva-66419DOI: 10.1016/j.indmarman.2017.10.001OAI: oai:DiVA.org:ltu-66419DiVA: diva2:1155185
Available from: 2017-11-07 Created: 2017-11-07 Last updated: 2017-11-24

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
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  • modern-language-association-8th-edition
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Language
  • de-DE
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  • nn-NB
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  • Other locale
More languages
Output format
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