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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
Södertörn University, Sweden.
Luleå University of Technology, Sweden.
2018 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 74, p. 138-149Article in journal (Refereed) Published
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
2018. Vol. 74, p. 138-149
Keywords [en]
New product development, Marketing-R&D interface, Cross-functional integration, Social media, B2B social media, Social media engagement, Engagement strategy, R&D-marketing, Social media marketing
National Category
Production Engineering, Human Work Science and Ergonomics
Identifiers
URN: urn:nbn:se:mdh:diva-38631DOI: 10.1016/j.indmarman.2017.10.001ISI: 000449894200012Scopus ID: 2-s2.0-85033499165OAI: oai:DiVA.org:mdh-38631DiVA, id: diva2:1188075
Projects
XPRES - Excellence in Production ResearchAvailable from: 2018-03-06 Created: 2018-03-06 Last updated: 2018-12-18Bibliographically approved

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Chirumalla, Koteshwar

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  • apa
  • ieee
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  • de-DE
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  • asciidoc
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