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B2B social media engagement strategy: Investigation of marketing and R&D interfaces in manufacturing industry
Mälardalen University, School of Innovation, Design and Engineering, Innovation and Product Realisation.ORCID iD: 0000-0002-7512-4425
Luleå University of Technology, Sweden.
(English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062Article in journal (Refereed) Submitted
Abstract [en]

Research shows that effective integration between marketing and R&D is pivotal to the company’s NPD process performance. With the features of interaction, collaboration, and networking, social media appears to be promising in this context. There is a significant gap between the perceived potential role, benefits, and adoption of social media among business-to-business (B2B) companies, especially in the manufacturing industry. This study aims to advance the current understanding of B2B social media engagement strategy to support marketing and R&D interface in manufacturing companies. Based on a case study in the aerospace industry, this paper first presents drivers and barriers to mastering the marketing-R&D interface through social media within a B2B context. Second, the evolution process of the B2B social media engagement model for a marketing and R&D interface is proposed in three steps, namely co-ordination, co-operation, and co-production. The study advances the B2B social media engagement strategy literature by finding drivers, barriers, and an engagement model for a marketing and R&D interface in the manufacturing industry.

Keyword [en]
New product development, marketing-R&D interface, B2B marketing, cross-functional integration, social media, social media strategy.
National Category
Production Engineering, Human Work Science and Ergonomics
Identifiers
URN: urn:nbn:se:mdh:diva-35464OAI: oai:DiVA.org:mdh-35464DiVA: diva2:1107568
Projects
XPRES
Available from: 2017-06-09 Created: 2017-06-09 Last updated: 2017-06-09Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf