TITLE

Influence of the Adoption and Use of Social Media Tools on Absorptive Capacity in New Product Development

AUTHOR(S)
Peltola, Tero; Mäkinen, Saku J.
PUB. DATE
September 2014
SOURCE
Engineering Management Journal;Sep2014, Vol. 26 Issue 3, p45
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
In this article, we discuss how the adoption and use of social media tools influences new product development (NPD). Our aim is specifically to consider how an organization's absorptive capacity is influenced by using social media tools. Based on a two-phase data collection process comparing the situation before and after adoption of social media tools in three organizations, we conclude that the amount of accessible knowledge and the number of ideas increases as an organization's ability to find and access various sources of intra-organizational expertise increases, thus, increasing knowledge acquisition and assimilation. Consequently, we infer that organizational absorptive capacity rises and is linked to improvement in new product development.
ACCESSION #
98040585

 

Related Articles

  • Wizards and Potions. Deal, Ken // Marketing Research;Fall2006, Vol. 18 Issue 3, p49 

    The article reviews discrete choice conjoint software from StatWizards.

  • Issues and Opportunities in New Product Development: An Introduction to the Special Issue. Wind, Jerry; Mahajan, Vijay // Journal of Marketing Research (JMR);Feb1997, Vol. 34 Issue 1, p1 

    The author discusses the marketing and management of new product development, and expresses the view that it has not developed and progressed significantly. The percentage of new products which succeed could increase with improvement in marketing research and models. The article suggests...

  • Seeking an Expanding Competitor: How Product Line Expansion Can Increase All Firms' Profits. Thomadsen, Raphael // Journal of Marketing Research (JMR);Jun2012, Vol. 49 Issue 3, p349 

    The author examines conditions under which one firm's product line expansion can cause all firms to be more profitable in horizontally differentiated markets. Although a firm's profits might be expected to decrease when a competitor expands its product line because the firm loses some sales to...

  • IDENTIFYING MARKET MAVENS ONLINE BY THEIR SOCIAL BEHAVIORS IN COMMUNITY-GENERATED MEDIA. Laughlin, John D.; MacDonald, Jason B. // Academy of Marketing Studies Journal;Jan2010, Vol. 14 Issue 1, p55 

    Market mavens are considered to be an ideal target for communicating marketing mix changes within social networks when these changes span multiple product categories and involve something more than new product introduction (Feick & Price, 1987). Despite their value, the Internet commerce...

  • Exploring the Role of Social Network Sites in New Product Development: An Empirical Study of MNCs. Bashir, Naheed; Papamichail, Nadia // Annual International Conference on Innovation & Entrepreneurship;2016, p57 

    This paper has been written to uncover the role of various social network sites in the processes of new product development with respect to market research, customer collaboration and new product launch. This research is designed around leading firms in fast moving goods (FMCG) industry....

  • Exploring the Role of Social Network Sites in New Product Development: An Empirical Study of MNCs. Bashir, Naheed; Papamichail, Nadia // Annual International Conference on Enterprise Marketing & Global;2016, p57 

    This paper has been written to uncover the role of various social network sites in the processes of new product development with respect to market research, customer collaboration and new product launch. This research is designed around leading firms in fast moving goods (FMCG) industry....

  • Perceived Variability and Inferences about Brand Extensions. Kardes, Frank R.; Allen, Chris T. // Advances in Consumer Research;1991, Vol. 18 Issue 1, p392 

    Recent research on consumer reactions to brand extensions has focused on the judgmental effects of the match between the attributes, benefits, and uses of established versus new products sharing the same brand name. The present experiment extends this research by investigating the effects of two...

  • Hearing Voices. Babyak, Richard // Appliance Design;Dec2005, Vol. 53 Issue 12, p5 

    This article focuses on the involvement of customers in product development. A concept important to product development is discussed. Approaches to consumer research are provided. The difficulty of trying to please the customers is described.

  • Emotional (and rational) attachment. Holleran, Joan // New Products Magazine;Dec2007, p5 

    The author talks about the best products of 2007, chosen by "New Products Magazine" with the help of Hotspex, a full-service marketing research firm. According to Hotspex founder and president Shane Skillen, marketers should develop a deeper understanding of the HOT (emotional and personality)...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics