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  • 1.
    Chirumalla, Koteshwar
    et al.
    Mälardalens högskola, Akademin för innovation, design och teknik, Innovation och produktrealisering.
    Oghazi, Pejvak
    Södertörn University, Sweden.
    Parida, Vinit
    Luleå University of Technology, Sweden.
    Social media engagement strategy: Investigation of marketing and R & D interfaces in manufacturing industry2018Ingår i: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 74, s. 138-149Artikel i tidskrift (Refereegranskat)
    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.

  • 2.
    Eklinder-Frick, Jens
    et al.
    Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
    Eriksson, Lars Torsten
    Högskolan i Gävle.
    Hallén, Lars
    Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
    Bridging and bonding forms of social capital in a regional strategic network2011Ingår i: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 40, nr 6, s. 994-1003Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    Research on networks emphasizes the importance of bonds between actors. Social reciprocity strengthens network bonds, which is assumed to have positive effects on business relationships between firms. However, the importance of weak ties is also stressed in network research. An important policy issue is therefore if more attention should be devoted to the creation of bridges to other social groups and loosening bonds between network actors. The difficulty in doing so is described and analyzed in this article focusing on a regional strategic network, which is viewed in three network perspectives. Interview data were collected from all participating managers in a regional strategic network in 2004 and 2010. The findings shed light upon the paradox of using a regional strategic network to counteract over-embeddedness and freeing the involved actors from existing network lock-ins instead of further strengthening such social institutions.

  • 3.
    Eklinder-Frick, Jens
    et al.
    Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
    Eriksson, Lars Torsten
    Högskolan i Gävle.
    Hallén, Lars
    Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
    Effects of social capital on processes in a regional strategic network2012Ingår i: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 41, nr 5, s. 800-806Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    Understanding the role of social capital is vital for implementing cluster policies as regional strategic networks and cluster initiatives are influenced by the local socio-economic context and its social capital. Social capital can create value for companies by closure of the network structure (bonding), which maintains internal mutual trust but bonding can also over-embed companies in their social context, whereas sparse networks that provide links to other parts of relevant business networks (bridging) often provide greater innovation benefits. We provide a conceptual framework applied to a case study of a Swedish regional strategic network, and examples mostly of positive effects of bridging social capital and negative effects of the bonding form are identified. This is interpreted against the background of the regional dependence-oriented culture.

  • 4.
    Eklinder-Frick, Jens
    et al.
    Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, Industriell ekonomi och organisation.
    Eriksson, Lars Torsten
    Högskolan i Gävle.
    Hallén, Lars
    Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, Industriell ekonomi och organisation.
    Multidimensional social capital as a boost or a bar to innovativeness2014Ingår i: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Industrial Marketing Management, ISSN 0019-8501, Vol. 43 3, nr 3, s. 460-472Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    Innovation does not only demand new ideas, financial resources, and knowledge of supplier and user systems. Social capital also influences the innovativeness in business networks. However, social capital is often vague, at times described as a “catch-all notion”. In this paper definitions of social capital are suggested to support the management of innovation in networks. Three dimensions of social capital are applied in a case study of a regional strategic network – the socio-economic, the structural and the actor-oriented dimensions – while focusing on the last one. Data were collected at two points in time, at the start of the regional strategic network in 2004 and at the end of the project in 2010. The application of the concepts and the comparison between these two points in time highlight the influence of social capital and how it can hinder or be used to promote innovation processes.

  • 5.
    Ekman, Peter
    et al.
    Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, Industriell ekonomi och organisation.
    Raggio, Randle D.
    Univ Richmond, Richmond, USA..
    Thompson, Steven M.
    Univ Richmond, Richmond, USA..
    Service network value co-creation: Defining the roles of the generic actor2016Ingår i: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 56, s. 51-62Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    The traditional goods dominant logic lexicon assumes pre-specified and static roles of market participants. Fixed roles such as 'supplier' and 'customer' imply that value creation occurs between two parties (the dyad) and occurs in a specified direction (i.e., from a supplier to a customer). In contrast, service dominant logic suggests that markets are comprised of generic actors engaged-in bilateral actor-to-actor exchanges. However, the generic actor concept is not well developed in existing literature. We contribute to the literature by providing a typology of generic actor roles and identifying multiple types of value that may be co-created in a network. To empirically ground the concepts and generate propositions, we follow the development and deployment of a self-service technology, the Green Fingerprint, in the Swedish commercial real estate industry. Within a service network we find that generic actors assume several roles simultaneously, and may perceive multiple forms of co-created value. Theoretically, this paper offers a basis for further study of the generic actor and types of value, as well as an understanding of how network value co-creation emerges and evolves. Managerially, it offers insights into the existing value and co-creation potential of all actors, even those who are currently passive or reject a value proposition. (C) 2016 Elsevier Inc. All rights reserved.

  • 6.
    Hadjikhani, Amjad
    et al.
    Företagsekonomiska institutionen, Uppsala universitet.
    Thilenius, Peter
    Företagsekonomiska institutionen, Uppsala universitet.
    Industrial relationships and the effects of different types of connections2009Ingår i: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 38, nr 6, s. 679-686Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    Emphasizing the primary and secondary functions in business networks, this paper is based on the presumption that the primary function of the focal dyadic relationship is connected to business, political, ancillary and competitive relationships, i.e. what has been denoted as the secondary function. The question is how these secondary functions affect the primary function. The conceptual view developed for the focal dyadic relationship is founded on the two key relationship concepts of trust and commitment. The empirical study is based on a survey of 353 firms and their most important customer relationships. The analysis examines nine hypotheses through a structural model in LISREL. Conclusions from the statistical test show the heterogeneity in the impacts of these different types of connections on trust and commitment. Knowledge of the impact of these connections can aid the further understanding of relationship connections and also assist business firms in developing strategies towards these units.

  • 7.
    Midgley, Gerald
    et al.
    Mälardalens högskola, Akademin för innovation, design och teknik, Innovation och produktrealisering. Univ Queensland, Australia..
    Nicholson, John D.
    Sheffield Hallam Univ, England..
    Brennan, Ross
    Univ Hertfordshire,England..
    Dealing with challenges to methodological pluralism: The paradigm problem, psychological resistance and cultural barriers2017Ingår i: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 62, s. 150-159Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    This paper calls for methodological pluralism in industrial marketing research. We discuss three challenges that proponents of methodological pluralism have to address if their practice is to be seen as credible: the paradigm problem; psychological resistance; and lack of cultural readiness to accept pluralism. We review the works of a variety of authors from other disciplines who have tackled these problems, and identify useful ideas to take forward into a model of learning. This addresses the paradigm problem by making it clear that no pluralist methodology can exist without making its own paradigmatic assumptions. It deals with psychological resistance by talking in terms of learning, starting from wherever the researcher is currently situated (a large knowledge base is not needed to begin practicing methodological pluralism). However, this model does not deal with the question of whether the time is right, culturally, for methodological pluralism. We argue that the time will be right when it is widely appreciated that methodological pluralism adds value to industrial marketing research practice. The next step for our research community must be the accumulation of a body of empirical evidence to demonstrate that this added value does or does not exist. (C) 2016 Elsevier Inc. All rights reserved.

  • 8.
    Verganti, Roberto
    et al.
    Mälardalens högskola, Akademin för innovation, design och teknik, Innovation och produktrealisering.
    Öberg, Åsa
    Mälardalens högskola, Akademin för innovation, design och teknik, Innovation och produktrealisering.
    Interpreting and Envisioning - A Hermeneutic Framework to look at Radical Innovation of Meanings2013Ingår i: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 42, nr 1, s. 86-95Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    The recent success of companies that compete through design has raised an interest on how to innovate the customer experience of a product or service. Even in industrial markets firms are increasingly moving beyond the improvement of functional performance, to address a deeper redefinition of the reason why their clients buy and use a product, what we call a ”radical innovation of product meanings”. Whereas there is a wide body of literature about technological innovation, we still lack robust theoretical frameworks that explain how companies can successfully propose new experiences and new interpretations of what a product is meant for. The purpose of this article is to stimulate and support the development of studies on radical innovation of meaning by providing a new theoretical lens. We propose hermeneutics as a valubale perspective to investigate the radical innovation of product meanings. Differently than classic innovation theories, where innovation tend to be considered either as a process of problem solving or as a process of ideation, hermeneutics provides a framework to look at innovation as a process of interpreting (of developing meaningful scenarios rather than finding an optimal solution) and envisioning (of imagining experiences that are still not asked for, rather than answering to existing needs). We illustrate that, in this process, external networks have a central role as they feed a continuous debate about what is or is not meaningful. Hermeneutics, therefore, is useful to shed light on how external players may significantly affect the way a firm reframe its interpretation of the competitive context and give meaning to things. The article is conceptual in nature, since it aims at providing a theoretical platform which other scholars may build on: the purpose is to provide an indication of a possible direction to spur a cumulative process of knowledge development, rather than a conclusion. Yet, we support our arguments for the use of hermeneutics in exploring the radical innovation of meaning with examples and cases from our preliminary analyses, mostly in the fields of robotics and healthcare.

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